New Tahiti brand campaign blends iconic beauty with unique culture

PAPEETE, ISLANDS OF TAHITI – Tahiti Tourisme is re-introducing the world to The Islands of Tahiti with a new global brand campaign to reinforce the iconic beauty of the destination while creating awareness and interest in the unique Tahitian culture. Video, digital and print ads debut in the U.S. and in Canada and will continue throughout France, Italy, Australia, New Zealand, U.K, Korea, Japan, China, Spain, Germany, Belgium and Brazil.
 

Central to Tahiti’s campaign is a new 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 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 tell 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.“
 

Global campaign elements will eventually expand beyond digital and print advertising to social media and cooperative advertising.