Run Aotearoa to lead campaign promoting sustainable tourism in the Pacific

Run Aotearoa has won the pitch to lead a Pacific-wide campaign tackling single-use plastics in tourism.

The creative agency will deliver an integrated marketing campaign aimed at reducing plastic waste and promoting sustainable tourism practices throughout the region.

The campaign is part of the Standards and Certification Programme for Phasing Out Single-Use Plastics (SCP-PO-SUP), a joint initiative between the Pacific Tourism Organisation (SPTO) and the Secretariat of the Pacific Regional Environment Programme (SPREP).

Funded by the Australian Government through the Pacific Ocean Litter Project, the programme supports Pacific Island nations and tourism businesses in phasing out single-use plastics and adopting long-term, sustainable alternatives.

Deeply personal

“This win means a lot to us and feels deeply personal. We’ve worked alongside Pacific nations for years and share the same aroha, love and respect for our islands and oceans. To lead a campaign that helps to protect that beauty and create real change is an incredible privilege,” says Run Aotearoa co-founder Laura Cibilich.

“This isn’t just about reducing plastic, it’s about shaping a better future and making sure the next generation can enjoy the same clean beaches and crystal-clear waters that we were lucky enough to grow up with.”

Run’s appointment follows a competitive regional pitch. The agency has proven experience in tourism across New Zealand and the Pacific, including award-winning work with Tourism New Zealand, a six-year partnership with Niue Tourism (where it helped launch Sustainable Niue and the nation’s single-use plastic bag ban) and the recent Cook Islands Tourism Marketing Strategy.

Run co-founder and CCO Raymond Otene McKay adds: “Being an indigenous-owned agency, we bring an understanding that sustainability is cultural as much as environmental. We’re excited to help share that story through a campaign that’s proudly Pacific, authentic and grounded in community.”

Sustainable tourism

SPTO CEO, Christopher Cocker, says: “SPTO is delighted to partner with RUN on this vital campaign. Their strong connection to the Pacific, deep experience in tourism marketing and commitment to sustainability, make them the right partner to help us bring this vision to life. Together, we can support our tourism industry to take practical steps towards phasing out single-use plastics and protecting the natural beauty our region is known for.”

SPREP project manager Andrea Volentras adds: “The Pacific Ocean Litter Project is proud to support this campaign and the partnership between SPREP, SPTO and RUN Aotearoa.

“Tourism is the lifeblood of many Pacific economies, and this campaign is an opportunity to show that sustainability and economic prosperity can go hand in hand. By reducing single-use plastics, we’re not only protecting our environment and marine life, but also strengthening the Pacific’s reputation as a world leader in sustainable tourism.”

The campaign will roll out across digital, social, PR, and partner channels from early 2026, with creative work developed in collaboration with SPTO member countries and tourism operators throughout the region.

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