New Tahiti Brand Campaign Blends Iconic Beauty With Unique Culture

Global rollout of destination's new brand creative launches in U.S.

Jan 25, 2016, 11:00 ET from Tahiti Tourisme

PAPEETE, Islands of Tahiti, Jan. 25, 2016 /PRNewswire/ -- 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. 

Watch here:

Located in the South Pacific, The Islands of Tahiti are eight hours by air from Los Angeles. Surrounded by pristine, crystal clear blue waters, the 118 islands and atolls offer natural beauty, authentic island culture, and unique French Polynesian style. The Islands of Tahiti are world-renowned for their white-sand beaches, stunning turquoise lagoons and landscapes ranging from coral atolls to volcanic mountain peaks. Each island offers a variety of accommodations from luxurious resorts with overwater villas, to family pensions to sailing via private charter or scheduled cruise. Privacy comes naturally in The Islands of Tahiti and offers visitors the space to relax and reconnect. Tahiti is halfway between California and Australia, on the same side of the International Date Line as North America and in the same time zone as Hawaii. Visit or call (310) 414-8484.

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SOURCE Tahiti Tourisme