{"id":3062,"date":"2016-10-09T16:12:42","date_gmt":"2016-10-09T16:12:42","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=3062"},"modified":"2016-10-09T16:12:42","modified_gmt":"2016-10-09T16:12:42","slug":"reinvigorating-brand-story-tahiti","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/10\/reinvigorating-brand-story-tahiti\/","title":{"rendered":"Reinvigorating The Brand Story of Tahiti"},"content":{"rendered":"

The cosmetic branding of the Islands of Tahiti has been seen as an important milestone to build future opportunities for the people of Tahiti. For the Islands of Tahiti a new nation brand was to be created.\u00a0 An opportunity to show a different side to the Islands, increase tourism and invigorate the luxurious destination hot spot.<\/strong><\/em><\/p>\n

Working with creative company, FutureBrand, the aim was to \u201cshare a fresh, compelling story for the Islands of Tahiti\u201d.<\/p>\n

1) The branding objective<\/h1>\n

Tahiti Tourisme North America is embarking on a new global advertising and branding campaign. \u00a0In an attempt to show the many sides of the Islands of Tahiti.<\/p>\n

Hence, the aim of this branding strategy is to build awareness and reinforce the Islands culture.\u00a0 To bring it to life and for there to be an outlet for the people of Tahiti to tell their story.<\/p>\n

\"tahiti_branding_strategy_the_branding_journal_2\"<\/a><\/p>\n

2) The creative concept \u201cEmbraced by Mana\u201d<\/h1>\n

Introducing the concept of Mana, which is believed to be the life force and spirit that surrounds and connects all living things, the campaign hopes to bring Tahiti to life.<\/p>\n

The brand messaging to be promoted will look to show a culturally rich and authentic destination. \u00a0Of course, coupled with the private world-class experiences, travellers are now seeking.<\/p>\n

Most noteworthy, the campaign \u201cshowcases the duality and diversity of the destination\u201d.\u00a0 Speaking to PR Newswire, Jonathan Reap, Managing Director, for Tahiti Tourisme commented: “‘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,\u00a0Moorea and Bora Bora.”<\/p>\n

“In addition to the privacy and luxury that our destination has to offer. \u00a0We have a strong, diverse culture and history which is best described through\u00a0Mana,\u00a0which is something you experience in our islands.\u00a0Mana\u00a0is 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\u00a0Mana”<\/p>\n

3) The visual brand identity<\/h1>\n

What FutureBrand is looking to create is a uniquely Tahitian experience.\u00a0 One of beauty and its diverse attributes, traditions and textures.\u00a0 Almost an Island packaged up in a brand wrapping paper \u2013 unpeeling each layer to reveal something interesting and new.<\/p>\n

For FutureBrand the look and feel of the brand was simple.\u00a0 Highlight what Tahiti has to offer. \u00a0Therefore, the visual identity system being developed, incorporates patterns and symbols from iconic plants and flowers.\u00a0 These items in particular are found across the 5 archipelagos in the Islands of Tahiti.<\/p>\n

\"tahiti_branding_strategy_the_branding_journal_3\"<\/a><\/p>\n

\"tahiti-the-branding-journal\"<\/h1>\n

\"tahiti_branding_strategy_the_branding_journal_4\"<\/h1>\n

4) Branding a country: the need to be different<\/h1>\n

Consequently, it is now recognised that it\u2019s not just a tangible product that needs to distinguish itself as different from its competitors.\u00a0 It is also countries.<\/p>\n

The strategic approach developed by Tahiti Tourisme shows how they have recognised this need to be different.\u00a0 And as a result have created a unique brand. \u00a0Which has helped to differentiate the Islands of Tahiti from other competitive destinations around the world.<\/p>\n

The campaign is planned to roll out across print and digital channels in the North American market as well as worldwide, over the next few months.<\/p>\n

\"tahiti-the-branding-journal-2\"<\/p>\n

5) The results:<\/h1>\n

Finally, FutureBrand reported that the result of their work did see an increase in global visitation of 10% during 2014-2015.\u00a0 This helped Tahiti Tourisme to reach their target of 180,000 visitors per year.\u00a0 As the brand continues to establish itself and the views and the sentiments of the Tahiti people are shared, it is hoped that it can continue to achieve its stated objectives and bring a sense of vigour back to the Islands!<\/p>\n

References: <\/strong>PR Newswire<\/a>,\u00a0<\/em>Future Brand
\n<\/a><\/em>Pictures from: \u00a0<\/em><\/strong>PR Newswire,\u00a0<\/em>Future Brand<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"The cosmetic branding of the Islands of Tahiti has been seen as an important milestone to build future…\n","protected":false},"author":15,"featured_media":3068,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[58,487,4],"tags":[246,365,674],"ppma_author":[757],"class_list":{"0":"post-3062","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-positioning","8":"category-brand-visual-identity","9":"category-news","10":"tag-branding-strategy","11":"tag-futurebrand","12":"tag-tahiti","13":"cs-entry","14":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":58,"label":"Brand Positioning"},{"value":487,"label":"Brand Visual Identity"},{"value":4,"label":"News"}],"post_tag":[{"value":246,"label":"branding strategy"},{"value":365,"label":"futurebrand"},{"value":674,"label":"Tahiti"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/10\/tahiti_branding_strategy_the_branding_journal_1.jpg",480,360,false],"author_info":{"display_name":"Amanda Wright","author_link":"https:\/\/www.thebrandingjournal.com\/author\/amanda-w\/"},"comment_info":2,"category_info":[{"term_id":58,"name":"Brand Positioning","slug":"brand-positioning","term_group":0,"term_taxonomy_id":58,"taxonomy":"category","description":"","parent":207,"count":29,"filter":"raw","cat_ID":58,"category_count":29,"category_description":"","cat_name":"Brand Positioning","category_nicename":"brand-positioning","category_parent":207},{"term_id":487,"name":"Brand Visual Identity","slug":"brand-visual-identity","term_group":0,"term_taxonomy_id":487,"taxonomy":"category","description":"","parent":490,"count":26,"filter":"raw","cat_ID":487,"category_count":26,"category_description":"","cat_name":"Brand Visual Identity","category_nicename":"brand-visual-identity","category_parent":490},{"term_id":4,"name":"News","slug":"news","term_group":0,"term_taxonomy_id":4,"taxonomy":"category","description":"","parent":0,"count":95,"filter":"raw","cat_ID":4,"category_count":95,"category_description":"","cat_name":"News","category_nicename":"news","category_parent":0}],"tag_info":[{"term_id":246,"name":"branding strategy","slug":"branding-strategy","term_group":0,"term_taxonomy_id":246,"taxonomy":"post_tag","description":"","parent":0,"count":6,"filter":"raw"},{"term_id":365,"name":"futurebrand","slug":"futurebrand","term_group":0,"term_taxonomy_id":365,"taxonomy":"post_tag","description":"","parent":0,"count":2,"filter":"raw"},{"term_id":674,"name":"Tahiti","slug":"tahiti","term_group":0,"term_taxonomy_id":674,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"}],"authors":[{"term_id":757,"user_id":15,"is_guest":0,"slug":"amanda-w","display_name":"Amanda Wright","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Amanda-W.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/3062","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=3062"}],"version-history":[{"count":5,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/3062\/revisions"}],"predecessor-version":[{"id":3081,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/3062\/revisions\/3081"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/3068"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=3062"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=3062"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=3062"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=3062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}