The South Pacific island, which has made headlines for a series of military coups, has enlisted the Prime Minister's help in tempting tourists to its shores.

It started with a request from the Fijian Visitors Bureau for famous people who may in need of a break, to front their new advertising campaign.

London Mayor Ken Livingstone, Soc Gen's rogue trader Jerome Kerviel and the Duke of Edinburgh all turned them down - but Mr Brown said yes.

His face, with a native Fijian scarlet flower poked behind his ear, is now being used in their advertising campaign.

According to the Fiji Times Online, the company behind the concept said it is based on a "get me out of here" theme, and is meant to reflect the pressures that Mr Brown has been under lately.

Jane West, the director of the Fiji Visitors Bureau, said: "Gordon Brown has taken his fair share of criticism lately and has been under a lot of pressure in his job. The advert is saying that if you've had a tough time lately, where would you rather be in the middle of February, Britain or Fiji? It's an exotic island and is a great place to come to get away from your troubles."

Here he is: http://www.bulafiji.com/gettingtofiji_uk.php