A public relations company with offices in Australia and New Zealand has been contracted by the Samoa Tourism Authority (S.T.A.) to lead its marketing drive, according to a statement released Australian-based media marketing firm, Mumbrella.

Thrive – which is Australasia's largest independent public relations agency founded by Leilani Abels with offices in Sydney, Melbourne, Brisbane, Gold Coast and Auckland – will support the rollout of integrated tourism marketing campaigns in Australia and New Zealand with a view to fostering long-term tourism growth and investment in Samoa.

A campaign that was launched in Australia called "beauty is timeless" tells tourists about the destination to look forward to when Samoa's borders open up. 

The campaign video, which features tourist destinations in Samoa, was produced by Thrive using footage supplied by the S.T.A.

Samoa currently remains COVID-19 free, though its international borders remain closed with the S.T.A. Chief Executive Officer, Fa’amatuainu Lenatai Suifua indicating that the country is committed to setting up a travel bubble with Australia as soon as it can be safely done.

“Our principal concern is to ensure the health of Australians and Samoans is protected,” he said.

“Once travel recommences, health considerations will be at the forefront of all that we do and issues such as insurance, quarantine and testing measures will be agreed upon with the Australian government.”

The tourism industry in Samoa has faced many challenges with Faamatuainu revealing that it’s been a challenging few months.

“However, our aiga of operators remain in positive spirits. It’s been inspiring to see their resilience and we’re all excited to welcome back our favourite neighbours.

“We want to see tourists return as soon as possible and as Australia is planning, we’re working hard to become part of the Pacific travel bubble.”

According to Mumbrella, the company’s founder and Managing Director, Leilani Abels, has a personal connection to the recently agreed contract. 

“Thrive is thrilled to be supporting Samoa’s tourism recovery efforts in Australia and N.Z. As one of the few COVID-19 free nations in the world, it’s certainly a pivotal time for the island jewel to showcase its stunning natural assets and rich traditional culture,” she said.

“Having Samoan heritage myself, I’ve been fortunate to spend plenty of time with their incredibly warm and friendly locals, experiencing the authentic culture, and exploring everything from their untouched rainforests to spectacular hidden waterholes, so having Thrive join the S.T.A aiga [family] is a truly special opportunity for the agency.”

The S.T.A has been contacted by the Samoa Observer for comment.