South Pacific Tourism Organisation - FutureBrand
South Pacific Tourism Organisation

South Pacific Tourism Organisation

A new tourism brand for an island way of life

The South Pacific Tourism Organisation (SPTO) is the regional agency responsible for marketing and developing tourism in the region. In response to an increasingly competitive global tourism market, SPTO was looking to strengthen its brand and positioning and, through an extensive immersion and analysis phase led by FutureBrand, it became clear that we needed to build a brand platform that would not only promote the region but also help its members think sustainably about the long-term development of tourism and protecting the South Pacific way of life.


The key challenge was to develop a new brand strategy, identity and tagline that would unify and satisfy the very diverse needs and demands of the 18 member countries, as well as support and drive growth of partners and private members.

South Pacific Tourism Organisation


We created a vivid and versatile identity to connect all the island countries through their shared heritage of weaving, crafting a logo inspired by traditional weaving shapes and patterns that could also establish a dynamic grid structure to serve as the foundation for all the brand’s diverse communications. A tiered colour palette adds further breadth to the visual system, using strong and natural colours to show substance and credibility, whilst bright and rich colours – drawn from the arts, culture and natural environment of the Pacific – celebrate the diversity of the region.

To add further meaning and differentiation, we created a tagline far removed from the stereotypes of sun, sea and sand that shifted the sentiment much closer towards the soulful spirit and welcoming nature of the region – “Ours is Yours.”

South Pacific Tourism Organisation


All in all, the new brand works to inspire and support all of the region’s eclectic people and places, in perfect harmony. In the words of the Honourable Henry Puna, Cook Islands Prime Minister and Chairperson of the Council of Tourism Ministers, “It’s a resolutely modern identity, one that will help propel South Pacific tourism forward in our increasingly globalised world.”