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The Challenge

Tahiti and her islands are perceived to be an expensive and far away destination for many North American travelers. With competitors that have the ability to outspend Tahiti 30-1 as well as greatly discount their destination, the challenge lies in successfully communicating and converting Tahiti's target market within a limited advertising budget.

The Insight

Over the course of 18 years, The Phelps Group has continuously adjusted its approach to stay ahead of industry changes and make sure that Tahiti sees consistent visitor growth year over year. The demographic profile of the affluent traveler has changed over time, as have the methods by which they research for a vacation. The Phelps Group has anticipated these changes and taken steps to ensure Tahiti is staying ahead of the curve in reaching their target consumer. With a product and destination as visually stunning as Tahiti, clearly print and other more traditional forms of advertising will always remain a part of the media mix. However, with over 90% of potential travelers using the internet as a research and planning tool, it has become imperative for Tahiti’s marketing efforts to migrate online.

The Results

Since The Phelps Group began working with Tahiti Tourisme, visitor arrivals to Tahiti from North America have increased 109%. Additionally, Tahiti’s online presence has increased dramatically with the integration of banners, search engine marketing, widgets and social networking profiles on Facebook, Twitter and YouTube.

 
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Testimonials

"The integrated approach used by The Phelps Group allows us (our company and our team at the agency) to maximize efforts in advertising, public relations and even with our promotions." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"I like The Phelps Group approach. They build a team of individuals around my business that I work closely with day-in and day-out on everything from strategy to tactics. Everyone on the team talks candidly about the business and this leads to solid thinking and excellent results." -- Tim Bosveld, VP, Marketing, Dunn-Edwards Paints

"Teams on both sides work in collaboration for a positive end result." -- Al Keahi, Managing Director, Tahiti Tourisme North America

"I'm a marketer who believes that good marketing is Marketing + Public/Media Relations soooo any media opportunity that crosses my desk that works strategically I am all over it! Thanks again to The Phelps Group – they did a great job in helping us make this successful." -- Yvonne Hamilton, Marketing Supervisor, Whole Foods Market Colorado Springs

"With our extremely tight deadlines and often very short planning windows - the agency’s ability to deliver on time / on strategy is appreciated." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America

"A very well deserved recognition for an agency that delivers, that leads, that has been an incredible partner…and an agency with heart. Thanks for all you do for CapitalSource Bank." -- Jill Barnes, President, Retail Banking, CapitalSource Bank

"With the longevity of our relationship with the agency, they have a very in-depth knowledge of our business, our partners, strategies, objectives and overall goals." -- Jonathan Reap, Director of Communications, Tahiti Tourisme North America