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Client Case Studies: Tahiti Tourisme

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CHALLENGE:

Due to limited available funds, a highly targeted marketing approach was adopted by the Tahiti team. Research determined that the best prospects for increased visitors from North America were honeymooners, upscale older Baby Boomers and the Mature Cruisers. Additional research indicated that the potential Tahiti visitor was looking for new experiences and a relief from the stress of everyday life.

SOLUTION:

Research on alternative positioning statements revealed Tahiti's strengths. "Islands Beyond the Ordinary" was selected as a means of differentiating Tahiti and Her Islands from competitive destinations. The advertising and public relations efforts relied heavily on print, due in part to its ability to reach the various Tahiti targets with a highly compelling message that promotes Tahiti's strengths.

RESULTS:

With increased capacity (additional airline seats dedicated to the North American market plus three new Tahiti-based cruise ships), visitor arrivals have doubled over the past 10 years.

BROADCAST:

Although TV is not a major advertising vehicle for Tahiti, the look and feel of Tahiti and Her Islands are effectively communicated in the attached TV commercial made available to Tahiti's co-op partners. The uniqueness of Tahiti is also on display in a series of four 1/2-hour Travel Cafe shows hosted by Chuck Henry on KNBC-TV in Los Angeles.

PRINT:

Tahiti is able to effectively reach its targets using print. The key vehicles are travel magazines, bridal publications, and the Sunday travel sections of major metropolitan newspapers. As shown in the attached honeymoon ad, the creative has an experiential feel that attractively presents Tahiti as the Islands Beyond the Ordinary in both the copy and the image.

PROMOTIONS:

Tahiti Tourisme uses The Phelps Group's promotions discipline to generate extensive national and regional awareness using OPM -- Other People's Money. The agency sources various co-op activities with companies that offer a favorable association with the Tahiti brand.

PARTNERSHIPS:

Tahiti and Her Islands are advertised and promoted on a limited budget (especially when compared with other international destinations.) This budget is supplemented by extensive cooperative funding from approximately 40 Tahiti partners including airlines, hotels, cruise lines and tour operators. Participation in the co-op is governed by Tahiti Tourisme marketing guidelines and is administered by The Phelps Group.

PUBLIC RELATIONS :

We use public relations to increase the awareness of Tahiti and to convey a positive yet realistic image of the various islands. Due in part to past efforts, Tahiti is in high demand with travel writers. Our strategy is to concentrate on and support those writers who can provide the greatest impact on our target audiences. We are pleased to report that, since 1992, we have generated approximately 4.5 billion impressions for Tahiti Tourisme North America.