The Samoa Tourism Authority (STA) is seeking a lead brand and creative agency to develop a refreshed destination brand for Samoa as it looks to strengthen how the country is marketed to visitors around the world.
STA's Request for Proposal, issued on July 20, says the successful agency will be responsible for strategic planning, research, creative development, digital strategy and supporting the implementation of the refreshed brand direction.
The project aims to create a renewed tourism brand identity and positioning framework that reflects Samoa’s cultural identity while strengthening its global competitiveness, visitor engagement and long-term tourism growth.
Samoa has promoted itself internationally under the “Beautiful Samoa” destination brand for more than a decade, with the brand rolled out through Samoa Tourism Authority marketing campaigns and tourism promotions from mid-2015.
The project will be supported through Government funding allocated to STA. The Authority received $12,500,122 under the 2026/2027 Government Budget.
