THE CHALLENGE
THE SOLUTION
THE RESULT
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.
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.
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.