Tahiti Tourisme North America (TTNA) is launching a tactical advertising program this week. TTNA has been working very closely with its head office, GIE Tahiti Tourisme, in order to secure funding for this campaign. Air Tahiti Nui as well as our tour operator and hotel partners are helping to put together this tactical initiative. The program will feature a seven-night package utilizing the published $998 airfare from Air Tahiti Nui, with a four-week booking window. The five opt-in tour operator partners have developed a lead-in package to be advertised. Additional packages utilizing the $998 airfare are also being created and promoted. The primary goals of the campaign are to generate low-season bookings by capitalizing on the awareness created by the ongoing "Invest In Your Love" Strategic Campaign, and the current buzz surrounding the feature film, "Couples Retreat," which was filmed in Bora Bora. The media schedule will run from Oct. 29 to Nov. 24. The total media spend of $400,000 will include banner advertising, email blasts, and SEM targeted to consumers.
In addition, a portion of the budget has been used for advertising that targets travel agents as well as banner advertising through an OTA. The advertisements will use the "Invest In Your Love" template with the tactical price-point noted. Print ads in the travel trades will also include the published airfare from Air Tahiti Nui of $998. The landing page for this campaign will highlight the featured seven-night offer, this published airfare as well as the "short-stay" initiative from Air Tahiti Nui.
The participating tour operator partners are Islands Escapes by Goway, Pacific Holidays, Pleasant Holidays, Qantas Vacations (Stella Travel Services) and Tahiti Legends. In addition to the five tour operators partners that have opted in to the campaign, there are an additional 11 tour operator partners in North America that also have access to this published airfare to create packages of their own to promote during this timeframe: Boomerang Tours, Brendan Worldwide Vacations, Caradonna Dive Adventures / Trip-N-Tour, Classic Vacations, Costco Travel, Down Under Answers, GOGO Worldwide Vacations, Springboard Vacations, Sunspots, Swain Tours and Travel Impressions
Lead-in package details include a seven-night Couples Retreat to Bora Bora from $1,899. It must be booked by Nov. 23 and includes roundtrip economy class airfare from Los Angeles on Air Tahiti Nui; a night at InterContinental Tahiti Resort, in a Standard Room; six nights at Le Maitai Polynesia Bora Bora, in an Ocean View Room (includes free upgrade from Garden View Room and two free nights); daily American breakfast at Le Maitai Polynesia Bora Bora; inter-island air transportation; all transfers and baggage handling; and greetings, flower lei on arrival and shell lei on departure. Travel dates are from Nov. 13 to Dec. 14 and Jan. 12 to March 31. For more information, visit www.tahiti-tourisme.com.
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