Tahiti Tourisme is excited to announce the launch of the destination’s global Treasure Every Moment campaign. With a series of cinematic videos translated into six languages, the campaign takes viewers on a dazzling and immersive visit to The Islands of Tahiti, showcasing the destination’s local life, sustainability, an incredible range of activities, and diverse landscapes.
The Treasure Every Moment campaign will introduce viewers to a side of The Islands of Tahiti that many haven’t seen, beyond the overwater bungalows of Bora Bora and into the heart of the destination. Whilst romance, exceptional hotels, and crystal clear waters remain in abundance across the destination, the new campaign goes further into the essence of the destination, the Mana that was introduced to potential travelers a few years ago, and reveals a paradise where all types of travelers can discover and treasure every moment of simple pleasures, endless adventures, an ancient culture, and authentic connections.
I’m all in on this. As much I love an overwater bungalow (here’s a link to my story about the ones at the Four Seasons Bora Bora), I also love the natural, quiet side of Tahiti. I had a wonderful visit to the island of Raiatea early in 2020, and also visited the seldom-explored side of the main island of Tahiti, called Tahiti Iti.
Directed by the renown Justin McMillan and created by Tahiti Tourisme’s global creative agency Circul8, the engaging and highly creative filmmaking leaves an emotional mark on viewers as visions of cascading waterfalls paired with soaring Polynesian vocalizations make way for depictions of authentic local connections and life in the islands. Through vicariously experiencing the true Tahiti, travelers are invited to not just engage more deeply with this incredible destination but to do as the campaign suggests – to treasure every moment of it, no matter how small or seemingly mundane.
A small stream and rugged mountains on the west side of Raiatea. JIM BYERS PHOTO
CEO of Tahiti Tourisme, Jean-Marc Mocellin, said of the campaign launch, “Tahiti Tourisme is thrilled to see our latest global campaign roll out to showcase the incredible diversity of our destination. With just 236,000 visitors in 2019, which is fewer than many other similar tourist destinations receive in a week, The Islands of Tahiti is far from being a mass tourism destination and that’s partially what makes it such a special place, where such authentic connections with locals and their culture is possible. “This concept is reflected in the uncrowded and pristine environments revealed in our new campaign video, along with the revelation of many other compelling destination secrets.”
The new campaign follows in the footsteps of several major announcements from the destination, most notably the release of a new tourism strategic plan, Fāri’ira’a Manihini (FM27). At the heart of the plan is the economic and cultural needs of the local population, across the vast region of 118 islands and atolls in the South Pacific. One key pillar of the plan is to fix the rate of visitation, projected to be 280,000 by 2027. This cap would maintain a goal of a relative ratio of one inhabitant to one visitor. This measure will ensure the visitor experience remains unrivaled in terms of pristine environment, quality of services and legendary welcome of the local population.
