Another rebrand accolade

By RACHNA LAL

Another international accolade for Fiji Airways - this time being named among one of the world’s most effective rebrands in the ReBrand 100 Global Awards.
ReBrand is the world’s leading resource for brand transformation case examples and expertise.
Only four other brands globally won the top award this year with Fiji Airways being the only airline company.
Other winners include Cancer Research UK, the Institute for Creative Health, Jason.L and Pact.
Fiji Airways managing director/chief executive, Stefan Pichler, said: “It’s extremely pleasing to note that our rebranding continues its momentum.
“It was clear, beyond representing Fiji on the global stage, that our return to Fiji Airways will deliver long-term benefits for our country and our airline.
“This is by delivering a truly authentic identity, one that showed the depth of culture and natural diversity that Fiji offers.
“Working with Makereta and FutureBrand Australia ensured we were able to retain the integrity, beauty and meaning of one of Fiji’s richest art forms and apply this successfully in a visual identity.”

Review panel
Each year, an international panel of industry experts convenes to jury this annual competition.
Their review is of imagery, written summaries, and supporting elements that can include video and physical environments.
Winning selections are for executed strategy that made an emotional connection and met strategic objectives with relevance to current audiences and prospects.
ReBrand described that Fiji Airways’ rebranding was more than a design change as it symbolised the return of the national airline to Fijians.
“A key success measure was increased awareness of our name ‘Fiji Airways’ in key and emerging markets and greater alignment with the destination,” it said.
“Searches for ‘Fiji Airways’ in key markets increased 235 per cent with an overall 20 per cent increase in airline search volume reported in the month following the rebrand.”