Tahiti Launches New Global Brand Campaign
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In case consumers have forgotten, Tahiti is gorgeous. And Tahiti Tourisme wants to reacquaint potential visitors with the beauty of its islands. The tourism board has launched a new media campaign called “Embraced by Mana” in order to put the Islands of French Polynesia front of mind for visitors.
One thing that travelers are focused on these days is an authentic experience. Central to Tahiti’s new campaign is the tagline, “Embraced by Mana.” Tahitians believe in Mana as a life force and spirit that connects all living things. Emphasizing this important and powerful cultural concept brings new authenticity to the brand and appeals to Tahiti’s "Discerning Explorers" core target audience, who want to experience a deeper, real connection and are willing to travel further for it.
"Embraced by Mana’ beautifully illustrates the inherent duality of The Islands of Tahiti as a destination of world-class, iconic beauty and diverse, cultural discovery,” said Tahiti Tourisme CEO and director general Paul Sloan. “With the new visual brand identity we introduced in 2014, and now a strategic global approach to telling our story, French Polynesia is well-positioned to capture more of the U.S. visitor market and increase our share of global tourism to the South Pacific.”
The campaign will focus on video, digital and print advertising, and Tahiti Tourisme has already begun rolling out the new branding in the U.S. and Canada and will begin to launch in France, Italy, Australia, New Zealand, the U.K., Korea, Japan, China, Spain, Germany, Belgium and Brazil.
An emotive YouTube video accompanies the ad campaign and is an ideal tool to remind travelers why Tahiti is one of the most beautiful archipelagos in the world and entice them to come for a visit.
For many, Tahiti may seem like a faraway paradise, but the islands are not as remote as they seem. In fact, Tahiti's Faa'a International Airport is less than eight hours by air from Los Angeles (LAX) airport, with daily nonstop flights — great news for West Coasters.
Tahiti is also halfway between California and Australia and on the same side of the International Date Line as North America, so visitors from the U.S. aren’t losing a day of travel in the process of getting there, nor are they saddled with a huge time change – it’s in the same time zone as Hawaii.
READ MORE: Eyeing Tahiti from the Decks of the Bounty
There’s plenty of space for couples, families or solo travelers to carve their own niche in Tahiti. French Polynesia is comprised of 118 islands and atolls spread over five great archipelagos, including popular islands such as Bora Bora, Moorea, Huahine, Taha'a, Raiatea, Manihi, Tikehau, Rangiroa, Fakarava, The Marquesas, which all together cover more than 2 million square miles.
More by Janeen Christoff
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