Tahiti Tourisme launched its new global brand positioning and identity for the Tahitian Islands in 14 key markets across the world today. The new positioning follows a comprehensive and strategic project run by Tahiti Tourisme. The tourism board is reportedly seeking to "address the challenges ahead,"…"stand out from competition and remain relevant to visitors."
“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,” Jonathan Reap, managing director for Tahiti Tourisme North America said in a conference.
“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," French Polynesia Minister of Tourism Geffry Salmon added.
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," Michel Monvoisin, chairman of the Tahiti Tourisme Board, added in a statement.