Barnes, Catmur & Friends won the Tourism Fiji account in mid-2009 and set out on its mission to grow New Zealand visitor arrivals from 100,000 per year to 120,000 by 2011. Since it took over, and despite the ongoing political uncertainty, arrivals have gone up 18 percent on the back of some good creative comms, including an enticing TVC, a billboard that showed how hot it was in Fiji during the New Zealand winter and a well-received Adshel promotion that ‘Fiji’ed’ a few hundred locals. But, despite these local results, Tourism Fiji has decided the best approach to “ensure the best possible return on the Fiji Government’s significant annual investment in marketing Fiji to the world and to effectively position Fiji competitively into the future” is to find a lead global advertising agency to develop and implement a new global masterbrand strategy.