Tahiti Tourisme North America Produces First Ever Summer Ad Campaign
Bora Bora, just one of the many spectacular Islands Of Tahiti. (Courtesy Tahiti Tourisme)
A new campaign designed to showcase the many facets of the Tahitian Islands is the focus of the first-ever summer advertising campaign from Tahiti Tourisme North America.
The campaign will further an integrated advertising and branding campaign that kicked off in January and introduced the concept of Mana, which is believed by Tahitians to be the life force and spirit that surrounds and connects all living things.
The thrust of the campaign, “Embraced by Mana,” blended iconic imagery and unique Tahitian culture, something the summer campaign will build upon. With new imagery and additional stories, the campaign highlighting the many aspects of The Islands of Tahiti that go beyond its well-deserved reputation as a tropical paradise and the mutiny onboard the H.M.S. Bounty.
“Traditionally, we have our primary branding campaigns in the market in the first and fourth quarters, but with the saturation of media around the upcoming election and to maximize on the ongoing interest in The Islands of Tahiti from our Q1/Q2 campaign, we wanted to take advantage of the momentum in the marketplace this summer, setting the stage for increased visitors to the islands this fall into Q1 of 2017,” said Jonathan Reap, managing director, Tahiti Tourisme North America.
Focusing on print and digital channels as well as travel trade placement throughout the United States and Canada, the campaign will have a heavy focus on native advertising. To that end, Tahiti Tourisme North America has partnered with native media partners, including Robb Report and Travelzoo.
Located just eight hours by air from Los Angeles, Tahiti offers visitors a culturally varied and authentic destination featuring culture rich in art, music and story-telling, dating back well before 1300 BC. For instance, modern-day Tahitians still maintain the traditions of their Maohi ancestors through oral histories that tell of the adventures of gods and warriors, where surfing was a sport of kings and Aito men competed in outrigger canoe races and stone lifting. Huge double-hulled outrigger canoes called tipairua are still an important part in Tahitian culture and are honored in festivals and races across the country.
Today, the Heiva festival is one of the island nation’s most important events. Every July, Tahitians come to Papeete to display their crafts, compete in sporting events dating back to their early ancestors and perform traditional dances accompanied by drums, conch shells and nasal flutes. Craft lovers will enjoy the opportunity to see and purchase woven tapestries, quilts, wood sculptures and bowls, tapa, carvings and hand-dyed pareu created by craftsmen whose skills were handed down from the “mamas,” the guardians of tradition and the matriarchs of Tahitian society.
Tahiti Tourisme North America oversees all marketing, advertising, public relations, promotions, events and travel advisor programs conducted throughout the United States, Canada and Mexico. It works regularly with airline, cruise line, hotel, resort, tour operator, travel advisor and consortia partners from prospective business development to product launch and ultimately into marketing initiatives in North America.
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