Australian surf brand Rip Curl has partnered with Tourism Fiji to bring its 2023 ‘Summer Looks Good On You’ campaign.
The exclusive partnership gives Rip Curl access to various Fiji destinations to capture material for its new campaign. The campaign is expected to encourage women globally to undertake surfing.
Rip Curl head of brand and marketing James Taylor said the connection with Fiji is a strategic choice.
“Over the years, we have created some incredible content in the crystal blue waters of the Pacific and the opportunity to partner with Tourism Fiji is the perfect pairing,” Taylor said.
“Partnering with the team at Tourism Fiji has been like working with our own internal marketing team. The commitment to showcasing the incredible culture, the lifestyle and the diverse waves has resulted in a campaign that will help inspire all women to begin their surfing journey.”
Tourism Fiji head of global marketing Srishti Narayan welcomed the new partnership.
“Rip Curl is a company that lives and breathes surf and community, and we are home to some of the best surf breaks in the world, and a nation founded in the spirit of community and sharing,” Narayan said.
“For us, the partnership was a no-brainer. Partnerships like this, with aligned brands, are crucial to helping share our story in new and interesting ways with global audiences.”
Narayan said the partnership is expected to help drive its global tourism.
“The Rip Curl team have been incredible partners, absolutely committed to showcasing Fiji’s legendary surf, beaches and culture in the most authentic and beautiful ways.
“We’re looking forward to seeing the campaign roll out globally and continuing to build on a brilliant partnership foundation with the Rip Curl team.”
The news comes as Rip Curl renews its multi-million dollar partnership with Australian surfer Tyler Wright for another three years.
Tyler Wright is a two-time World Champion surfer, with goals to achieve more world titles and medals in the future.