Tahiti Unveils New U.S. Ad and Branding Campaign

Tahiti Tourism North America introduced a new advertising and branding campaign themed around the concept of Mana, a word that Tahitians use to describe the life force and spirit that surrounds and connects all living things.

The “Embraced by Mana” campaign is focused on building awareness of the islands of Tahiti as a culturally rich destination full of the experiences travelers are seeking. It will be rolled out in print and digital channels in the North American market and worldwide over the next few months.

Previously Tahiti had used a tag line “Privacy, the Ultimate Luxury,” which had morphed into “Privacy Comes Naturally,” in its branding and advertising. The new campaign seeks to showcase the diversity of experiences that visitors can have in the islands.

Jonathan Reap, managing director for Tahiti Tourisme in North America, says the new campaign sets the stage to unveil “the rich stories of our people, our culture, and our heritage.” It will build on Tahiti’s iconic scenery and well-known island brands, such as Tahiti, Moorea, and Bora Bora.

“We have a strong, diverse culture and history, which is best described through Mana, which is something you experience in our islands,” Reap said. “Mana is 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.”

For a look at the new campaign, click on Embraced by Mana.