New Tahiti Tourism Campaign Ditches Scenery for Spiritual Harmony
Photo Credit: The visuals in the new 'Discover Mana' campaign emphasize people and place as much as Tahiti's iconic overwater bungalows. Tahiti Tourisme
Skift Take
Tahiti Tourisme's new video and marketing campaign deliver a solid impact, but it needs to ramp up the online experience as well to really sell the message to leisure travelers and corporate incentive travel planners.
The only word that really does justice to describe the beauty of Bora Bora is "mythical," based on the prehistoric majesty of craggy Mt. Otemanu towering over the surrounding lagoon and coral reef.
There is really no other tropical destination that can compare with the drama of Bora, at least not one with an airport.
Tahiti Tourisme feels that's no longer enough, however, to capture the imagination of lovers who've traditionally flown into these islands to stay in the iconic overwater bungalows skirting the reef. The stilt villas were first invented here in the 1960s on Tahiti's second most famous island, Moorea.
Last week, the tourism bureau launched a new "Discover Mana" marketing campaign and video promoting a more diverse island experience. It's centered around the indigenous spirit of "mana," which connotes an idyllic harmony of people and place.
The campaign content focuses on three legs: the overwater bungalow
