Tahiti Tourisme has launched a new global brand drawing on the unrivalled natural beauty, secluded luxury and authentic culture of The Islands of Tahiti.
Developed by the Melbourne office of global creative company FutureBrand, the branding recognises the need to stand out in the increasingly competitive world of global tourism.
Minister of Tourism Geffry Salmon said the repositioning of the destination was intended to drive tourism and also create economic opportunity for the nation through investment and trade.
“Throughout this project it has been important that the authenticity and passion of French Polynesia is 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,” Mr Salmon said.
Tahiti Tourisme Chief Marketing Officer Thomas Rebergue said the new brand set the scene for more in-depth storytelling and cultivated a curiosity to visit and experience the different Islands on a journey of discovery, renewal and personal and sensorial rejuvenation.
“Reflecting the timeless culture and way of life through the positioning with an elegant and premium approach to colour, type and photography, the new identity encourages travellers to consider the beauty that lies beneath the surface of the picture-perfect postcard and the powerful and profound impact the land and people can have on those who visit,” Mr Rebergue said.
Tahiti Tourisme Australia and New Zealand Director Robert Thompson said the new look targeted a “discerning explorer” demographic and was based on the concept that “privacy is the ultimate luxury” to position Tahiti as the world’s pre-eminent island destination.
“This exercise was about highlighting the attributes that set Tahiti apart from other destinations, beyond the overwater bungalow and Bora Bora,” Mr Thompson said.
“Some of these traits are evident in the new brandmark, handcrafted to evoke the colours and shapes of the majestic landscape and traditional crafts, like tattoo, which originated in Tahiti.”
FutureBrand Strategy Consultant Victoria Berry, who travelled the breadth of the destination for inspiration, said the biggest challenge was conveying the power of the destination without stereotypes and making sure the new brand supported a long term strategy.
“It’s more than a logo, it’s about supporting jobs and industry, maintaining a world class reputation and creating a special and unforgettable experience,” Ms Berry said.
“We wanted to convey the warmth of the people and the stirring impact of a destination that leaves you with a renewed sense of balance and exceeds expectations.”
With the aim of creating a more contemporary understanding and desire for all that French Polynesia has to offer, the new brand sets the foundations for future marketing activities and will be rolled out over the remainder of the year.
Chairman of Tahiti Tourisme board Michel Monvoisin said: “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. 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.”
The regional launch took place last night with the FutureBrand creative team at Sydney’s Argyle Private Dining Room, where industry representatives and media sampled the national dish of poisson cru, were entertained by Tahitian dancers and viewed Sydney artist Tania Wursig’s French Polynesian inspired artworks.
For more information on The Islands of Tahiti follow Tahiti Tourisme on Facebook at www.facebook.com/TahitiTourismAU, Twitter www.twitter.com/TahitiTourismAU and Instagram www.instagram.com/TahitiNow or visit www.tahitinow.com.au