Travelers returned to the legendary islands of Tahiti by the plane full. All it took was uncovering what really mattered to Tahiti’s core audience.
Brand strategy, video, print, digital, out-of-home, public relations and social media.
Situation Before Gravity
Tahiti had always relied on price promotions and package deals to beckon travelers to come to the remote destination. But those tactics were cheapening the experience and causing a long-term threat to getting visitors.
Tahiti’s ideal customer didn’t want package deals or throngs of bargain hunters sharing the islands with them. They wanted to reward themselves with something that would give them escape and make their Instagram followers jealous. Secluded beaches. Exclusive locations. Custom experiences. For them, luxury wasn’t about having everything. It was about having no one else around.
What We Did
In our overcrowded day-to-day, The Islands of Tahiti represented a place where privacy was currency. Using this simple concept, we launched a brand campaign that focused on what made Tahiti truly unique.
Using the media habits of our affluent target, we launched an integrated rollout that included high-end digital and print placements, honeymoon-targeted media, social activations and billboard in top feeder markets. And with our long-term relationships with key travel media, we were able to generate tons of PR coverage and endorsements.
Increase in visitor arrivals
Increase in paid room nights
Increase in website traffic
Increase in brand perception
Long Lasting Value
While the campaign itself was a success, the lasting benefit was to the brand. By getting them to understand who their ideal customer was and what they were really looking for, we helped them develop a sustainable, long-term strategy that spoke to the authentic Tahiti experience.
Next Case Study
Humanizing Telecom Marketing
We broke through the IT-centric clutter of telecommunications marketing by showing how Windstream helps the C-Suite go for more wins.