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
“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.”