Tahiti Tourisme debuts digital video series #TakeMeToTahiti
On March 27, Tahiti Tourisme launched #TakeMeToTahiti, a digital content campaign starring travelers immersed in the iconic beauty and vibrant culture of The Islands of Tahiti.#TakeMeToTahiti is the follow up to the successful content series Two Stories/One Mana, which surprised and delighted three couples by dividing them, having them participate in uniquely Tahitian activities, and then brought them back together to reconnect and share those experiences in a meaningful and emotional way. With this latest iteration, Tahiti Tourisme is showcasing the dynamic diversity of the destination to the travel industry, to develop a better understanding of the destination’s offerings, highlighting the many experiences available to discerning travelers.
Last year, after unveiling Two Stories/One Mana, Tahiti Tourisme launched a global audition to cast real couples and families as the stars of the digital video series promoting The Islands of Tahiti to audiences worldwide. The video series takes this group of people on a journey in The Islands of Tahiti capturing their immersion in its alluring beauty, unique French Polynesian culture, world-class luxury and verdant wild terrain. The campaignpremieres today with the next three video chapters featuring couples from the United States and Brazil as well as a family from South Africa and now residing the United Kingdom.
“In this sequel, we envisioned further peeling back layers of the duality of the destination, and to shake things up, rather than splitting the couples and families up and bringing them together at the end, we kept them together the entire time,” said Tahiti Tourisme CEO Paul Sloan. “#TakeMeToTahiti delves deeper into the French Polynesian lifestyle and by keeping everyone together, they were able to experience a new sense of adventure and ultimately be Embraced by Mana, which Tahitians believe is the sacred spiritual force that surrounds and connects all living things,” said Sloan.
Tahiti Tourisme’s global casting call led to a flood of submissions from travelers who provided fun and enlightening answers as to why they should be picked for the #TakeMeToTahiti campaign. Two couples, Helder and Fana from Brazil, Erin and Evan from the United States, and the Gobbett family from England were selected from hundreds of submissions to experience what it means to feel Embraced by Mana in The Islands of Tahiti. New to this year’s campaign, these guests were greeted with a wooden spinner, like one you’d find in a game of chance, and each morning took a spin to reveal the day’s adventure.
All three videos, now available online, feature the intriguing variety of experiences available in The Islands of Tahiti. The spinner showcases 14 words representing seven of the many dualities of the destination, with a double sided hand pointing to the contrasting type of activity that the travelers embarked on that day. Mana can be experienced in moments of personal discovery, and these categories, which include embrace/release, lost/found, stop/go, inhale/exhale, touch/feel, over/under, and warm/cool, are just a few ways to explore it. Each day the spinner’s outcome brought the groups to various islands such as Tahiti, Moorea, Raiatea, Taha’a and the Marquesas Islands, immersing them in activities like yachting and snorkeling (over vs. under), world class spa treatments and exploring vanilla plantations (touch vs. feel), taking in the scenery and surfing the legendary Tahitian waves (stop vs. go) and learning about Tiki before hiking up waterfalls (embrace vs. release).
The campaign includes a microsite, http://www.TakeMeToTahiti.com, which features a digital version of the spinner. Users are encouraged to spin the wheel to see which of the seven dualities of the destination the spinner lands on. Upon landing, they are directed to the videos and itineraries that were followed on by the participants, allowing viewers to discover the type of activities that can be found in The Islands of Tahiti, as well as curated vacation packages to plan a trip. Videos can also be accessed globally at https://www.youtube.com/TahitiTourism.
“Tahiti Tourisme is the only Polynesian destination to use Mana in its branding efforts, and the goal of this campaign was to show what exactly Mana can mean to each person,” said Greg Carson, Chief Creative Officer of MeringCarson, the agency behind the campaign. “#TakeMeToTahiti targets an audience of discerning explorers who want to experience a deeper, real connection when they travel, and we hope this inspires other travelers to explore The Islands of Tahiti on their own.”
Tahiti Tourisme will also launch an exclusive #TakeMeToTahiti social media campaign in partnership with AFAR, a multi-platform travel media brand, including both AFAR Magazine and AFAR.com, that inspires and guides those who travel the world to connect with its people, experience their cultures, and understand their perspectives. Through social media, specifically Instagram, AFAR will create a compelling virtual adventure inThe Islands of Tahiti launching on April 16th and running through May 20th, 2018. Users are encouraged to explore various locations within The Islands of Tahiti using the social posts which will include an illustrated map of the destination, allowing for interactive learning and a deeper understanding of the islands. Posts will also include insider tips and opportunities to win hidden prizes.
Once users have completed the virtual adventure, they will be eligible to win a once-in-a-lifetime grand prize trip to The Islands of Tahiti. Similar to the travelers seen in the #TakeMeToTahiti videos, the winner will be able to enjoy some of the same islands, activities and accommodations, as well as new ones for a custom experience, while being exposed to the various dualities found in the destination. The grand prize winner, which will be announced at the end of May, 2018, will receive two economy roundtrip flights from Los Angeles to Papeete on Air Tahiti Nui, inter-island air and transfers from Air Tahiti, a seven night cruise aboard Paul Gauguin Cruises visiting Tahiti and the Society Islands including, Huahine, Taha’a, Bora Bora and Moorea, one night pre or post-cruise on Tahiti at a Tahiti Homes Vacation Rental, two nights on Taha’a at Le Taha’a Island Resort & Spa with breakfast and transfers included, three nights on Bora Bora at the Conrad Bora Bora Nui Resort, a dive package on Tahiti and two additional excursions including Teahupoo Tahiti Surfari and a shark and ray encounter with a motu (islet) picnic lunch. The sweepstakes offer an opportunity for travelers to create their own memories, experience the dualities first hand, and become Embraced by Mana.
#TakeMeToTahiti is part of Tahiti Tourisme’s global brand campaign Embraced By Mana, which was introduced in 2016 and designed to expand awareness of The Islands of Tahiti while increasing its share of global tourism to the South Pacific.
To learn more about Tahiti Tourisme’s #TakeMeToTahiti, go to www.TakeMeToTahiti.com
About Tahiti Tourisme United States
Tahiti Tourisme United States (TTUS) is the Destination Marketing Organization (DMO) for the country of French Polynesia, more commonly known as The Islands of Tahiti. As the DMO for The Islands of Tahiti, TTUS oversees all marketing, advertising, public relations, promotions, events and travel advisor programs in the United States. TTUS works regularly with airline, cruise line, hotel, resort, tour operator, travel advisor and consortia partners from prospective business development to product launch and ultimately into marketing initiatives.
About The Islands of Tahiti
Located in the South Pacific, The Islands of Tahiti are just eight hours by air from California. Surrounded by pristine, crystal clear blue waters, the 118 islands and atolls offer natural beauty, authentic island culture, and unique French Polynesian style. The Islands of Tahiti are world-renowned for their white-sand beaches, stunning turquoise lagoons and varied landscapes ranging from coral atolls to volcanic mountain peaks. Each island offers a variety of accommodation experiences from luxurious resorts with overwater villas, to family guesthouses, to sailing via private charter or scheduled cruise. Privacy comes naturally in The Islands of Tahiti and offers visitors the space to relax and reconnect and to be Embraced By Mana. Mana is the life force and spirit that connects all things in The Islands of Tahiti. Tahiti is halfway between California and Australia, on the same side of the International Date Line as North America and in the same time zone as Hawaii. For further information, visit www.tahititourisme.com or call (310) 414-8484.