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Tahiti Tourisme Launches New Global Brand Positioning and Identity
June 19, 2014
It follows a comprehensive and strategic project run by Tahiti Tourisme who saw the necessity, in the increasingly competitive world of global tourism, to address the challenges ahead and the need to be differentiated; to stand out from competition and remain relevant to visitors.
The repositioning of the destination intends to not only drive a measured increase in tourism but also the power to create economic opportunity for the nation through investment and trade.
“With 118 islands and atolls spread out over five archipelagoes covering an area as large as Western Europe, the Islands of Tahiti have quite a bit to be discovered and the newly revamped brand will be instrumental in getting this message across North America,” said Jonathan Reap, Managing Director, Tahiti Tourisme North America. “We look forward to working with all of our travel partners to launch the new branding for the islands.”
“Throughout the work it has been of utmost importance that the authenticity and passion for the real strengths of French Polynesia are reflected and captured appropriately. Tahiti Tourisme's new brand identity, and that of the destination of our islands, is a celebration of the place, the people, its history and of course, its future,” said French Polynesia Minister of Tourism, Geffry Salmon.
Reflecting the timeless culture and way of life through the positioning with an elegant and premium approach to color, type and photography, the new identity encourages potential visitors to consider the beauty that lies beneath the surface of the picture-perfect postcard; the beauty of the powerful and profound impact the land and people can have on those who visit. It sets the scene for more in-depth storytelling and cultivates a curiosity to visit and experience the different islands on a journey of discovery, renewal and personal rejuvenation.
With the aim of creating a more contemporary understanding and desire for all that French Polynesia has to offer, the new brand serves to set the foundations for future marketing activities and builds on the long-term strategies for the nation's tourism and hospitality industry designed to meet the needs and expectations of the future traveler. The new identity, developed with global creative company FutureBrand, is being rolled out over the remainder of this year across website and collateral materials, as well as a refresh of the advertising and activations over the next 12 months.
“The core elements of the new brand approach, plus the visual elements which will help us express our passion for French Polynesia, give us a platform to build a consistent story across all markets, informing and inspiring our target consumer and key audiences or partners alike. It marks a moment in time, in our story, where we look confidently towards the future and plan for it together with local industry, partners and government,” states Michel Monvoisin, Chairman of Tahiti Tourisme Board.
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