Tahiti’s tourism-marketing organization has begun rolling out an advertising and branding campaign emphasizing the destination’s cultural attributes.

According to a statement from Tahiti Tourisme North America, the new "Embraced by Mana" campaign — mana meaning “the life force and spirit that surrounds and connects all living things” — focuses on Tahiti “as a culturally rich and authentic destination coupled with the private world-class experiences travelers are seeking.”

The campaign kicked off in North America and will be rolled out across the globe in the coming months. Tahiti Tourisme has posted a video from the campaign on YouTube. 

According to Paul Sloan, CEO of Tahiti Tourisme, the organization conceived the campaign after visitor exit surveys indicated a shift in perceptions about Tahiti, from pre-visit “postcard” associations with sun and sand and romance offerings versus post-visit perceptions emphasizing interactions with locals and “cultural activity-based adventure” such as hiking at sacred sites and learning about the islands’ flora and fauna. 

“We’re telling the story of what we already have but bringing the cultural aspects to the forefront” of Tahiti’s marketing message, Sloan said. “A lot of the positioning in past years has been focused on the built environment: the iconic overwater bungalows, etc. We’re keeping all that … but speaking to a broader audience.”

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