EL SEGUNDO, CALIF. - Tahiti Tourisme North America is introducing the concept of Mana to North American travelers through a new integrated advertising and branding campaign. Tahitians believe Mana to be the life force and spirit that surrounds and connects all living things. The new campaign, "Embraced by Mana" highlights the many sides of The Islands of Tahiti by blending iconic imagery and unique Tahitian culture. The campaign is rolling out in print and digital channels in the North American market and worldwide over the next few months.
The "Embraced by Mana" campaign serves to build awareness and reinforce The Islands of Tahiti as a culturally rich and authentic destination coupled with the private world-class experiences travelers are seeking. The campaign showcases the duality and diversity of the destination.
"'Embraced by Mana,' sets the stage to unveil the rich stories of our people, our culture and our heritage; to build on the destination's iconic scenery and the well-known brand names such as Tahiti, Moorea and Bora Bora," said Jonathan Reap, Managing Director, for Tahiti Tourisme's office based in North America.
"In addition to the privacy and luxury that our destination has to offer, we have a strong, diverse culture and history which is best described through Mana, which is something you experience in our islands. Mana is in all living things, especially in the hearts and souls of the Tahitian people. Once a visitor explores our islands, meets locals and experiences the destination, they will understand Mana," Reap shares.
The creative development of the campaign is the result of a comprehensive strategic project run by Tahiti Tourisme who recognized the need to differentiate The Islands of Tahiti from other competitive destinations around the world. The campaign will continue to roll out globally over the course of the next several months.
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