Tahiti arrivals from North America have been lagging for 2007. There are a number of factors are contributing to the decline, primarily among these being the fact that the U.S. economy faces significant challenges. The ‘Why Dream in Color’ campaign is designed to help respond to the current economic situation of the United States and to American consumers who are seeking for even higher 'value-for-money.' We are hopeful that by providing additional value through the Free MAP program used in this campaign, which was conceived and initiated through the collaborative efforts of our partners; Air Tahiti Nui, Air Tahiti, our Tahiti hotel partners, and our preferred Tour Operator partners, the MAP program will help to address the ‘value-for money’ issue in the marketplace.

With this product offer and marketing message, the goal of this campaign is to re-stimulate the market for Tahiti resulting in a renewed booking momentum for Tahiti’s low season October 2007 – March 2008.

Why Dream in Color is a co-op campaign with Tahiti Tourisme, Air Tahiti Nui, and six participating Preferred Tour Operator partners: Happy Vacations, Islands in The Sun, Islands Escapes…by Goway, Pleasant Holidays, Swain Tours, and Tahiti Legends.

The following is the breakdown of the campaign funding:

$800,000	GIE/Tahiti Tourisme North America
$75,000	Air Tahiti Nui
$210,000	Tour Operator Partners ($35,000 x 6)
$1,085,000 USD	Total Campaign Funding

In addition to providing a ‘value-for-money’ hook to the consumer, the Free MAP program helps facilitate a multi-island destination approach for the advertising. Our team is very appreciative of the cooperative effort put forth by our partners to bring this program to fruition and we sincerely hope that the free MAP program will be a lasting feature of Tahiti’s low season. We encourage our hotel partners to extend similar or modified versions of the MAP programs to other non-participating industry partners so that all partners can help brand this new low season promotional tactic for our islands.

The following are our participating Hotel Partners:

Bora Bora Lagoon Resort

Bora Bora Nui Resort & Spa

St. Regis Resort, Bora Bora

Intercontinental Bora Bora Le Moana Resort

Intercontinental Bora Bora Resort & Thalasso Spa

Le Meridien Bora Bora

Le Maitai Polynesia

Bora Bora Pearl Beach Resort and Spa

Sofitel Bora Bora Beach Resort

Sofitel Motu Bora Bora

Hotel Bora Bora

Sheraton Moorea Lagoon Resort and Spa

Intercontinental Moorea Resort and Spa

Moorea Pearl Resort and Spa

Sofitel Moorea Beach Resort

Hotel Kia Ora

Sofitel Tahiti Resort

Le Meridien Tahiti

Manihi Pearl Beach Resort

Tikehau Pearl Beach Resort

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Please click here to visit the Why Dream In Color campaign landing page

The Public Relations effort to support the Why Dream in Color campaign was implemented in order to increase exposure, enhance messaging, educate consumers, and generate additional editorial coverage. The PR team initiated a comprehensive Content Management program in July. This program was created in order to identify a wide variety of
web sites that feature Tahiti content, analyze that content for factual errors and omissions, and then establish a rapport with the editors of these websites to encourage them to correct any misleading information. This process has had very successful results thus far and will remain an ongoing function of our Public Relations efforts.

TTNA has also created a master press release, highlighting the various elements of the campaign, and including all participating hotel, airline, and tour operator partners. The master press release was distributed via PR newswire and received excellent placement. Within days of  releasing the information, over 45 websites, blogs, and online news outlets had printed and/or posted the information. Our team also worked with our the public relations partners to develop individual press releases highlighting the campaign product offers while allowing each hotel to distinguish themselves for the media. These press releases are featured on Tahiti-Tourisme.com/media. Please click here to access TTNA's Why Dream in Color press release.

Further public relations efforts have been established in order to individually pitch news outlets and key media contacts. Ongoing press releases will also be created on a timely basis to ensure media coverage throughout the duration of the campaign.

For Tour Operators not involved as a co-op partner in the Why Dream In Color campaign
Tahiti Tourisme North America has, and has always, offered support of individual marketing initiatives proposed by each Tour Operator. Currently such initiatives are underway with several of TTNA¹s Preferred Tour Operators including but not limited to: Brendan Vacations, Classic Vacations and COSTCO Travel. Several of these initiatives are utilizing a version of the Free MAP program.

Air Tahiti Nui North America¹s Co-op Campaign -'The Great Escape'
Additionally, Air Tahiti Nui has initiated an opt-in campaign, largely focused on the East Coast in support of New York service, which features the Free MAP program. Three tour operator partners are participating; Sunspots, Liberty/GOGO and Pacific Holidays. TTNA was pleased to offer financial support for this program, which also helps to elevate the free MAP offer in the marketplace.