Tahiti has always been an upscale and luxurious destination, which is why TTNA directs its marketing and advertising efforts to reach out to those potential visitors who can afford and appreciate a vacation to Tahiti.

Our target is the upper end of the affluent category, high net worth individuals who fall into three basic categories:

The Trendsetters who seek new experiences, the Winners who use travel as a reward, and the Connoisseurs, highly knowledgeable individuals who focus on quality, value, and history when considering a vacation. 

These three groups are goal-oriented influencers who seek to rejuvenate, luxuriate, celebrate, and escape to a unique destination.

While other island destinations have developed rapidly, Tahiti has remained pretty much the same. It's modern, but it's also timeless and unspoiled.

The islands of Tahiti are simply "Islands the way they used to be."

On Sept 15th,Tahiti Tourisme North America launched its 2008 Co-op Tactical campaign across North America, which is set to run through mid-December 2008.

The goal of the 2008 Tactical Campaign is to re-stimulate the market of Tahiti resulting in a renewed booking momentum for Tahiti’s low season and drive business through the North American buying season.

The current campaign offered our partners multi-level opt-in opportunities and the possibility to customize its advertised offer, implement a branded advertisement and control lead generation, while maintaining a unified Tahiti advertising “Look and Feel.”

Valued at $ 1,050,000, this tactical advertising campaign has a total of five Tour Operator Partners.

The five participating preferred Tour Operator Partners include Tahiti Legends, Islands Escapes by… Goway, Costco Travel, Stella Travel, and Pacific Holidays.

The opt-ins are divided into three packages of media at different price points, offering each of them numerous impressions across multiple targeted sites and networks.

The following is the breakdown of the campaign funding:

Total Online                                 $950,000 USD
Print (non-co-op)                           $100,000 USD
__________________________________________

= Total Ad Campaign Funding   $1,050,000 USD

The media plan for the tactical campaign uses primarily proven media vehicles from past campaigns that provide value and appropriate targeting. Some of these include Shermanstravel.com, Weather.com, the weddingchannel.com, about.com, theknot.com, Nebu Ad Network, MSN.com, Yahoo.com, and the Travel Ad Network.

In addition, new online creative elements were created for the 2008 Tactical campaign, which enable opt-in partners to customize the advertising message, brand the message, and control the lead generation.

Two landing page templates were developed and presented to the tour operators for their own customization. Once chosen and customized with partner offers and branding, the landing pages were hosted on the TTNA site for tracking purposes. The partners were then given the choice to either link to a partner’s own site and online lead generation mechanisms, from their landing page; or to use TTNA’s lead generation mechanisms, with leads directed only to that partner.

The 2008 Fall tactical campaign is currently generating high click rate however lead generation is not as productive as previous campaigns, due to the current state of the economy. TTNA  remains very hopeful this campaign will help stabilize the decline in arrivals and anticipates an increase in late 2009. 

The Canada market continues to grow both in numbers of visitors and in percentage share of the North America market, reaching 10% for the first time in 2007.

Tahiti Tourisme and Air Tahiti Nui have, therefore, joined forces with key Canadian Tour Operators to respond to the current market and heighten awareness through the promotion of Tahiti to Canadian Travel Agents and Consumers in a Canadian print campaign.

Set to run from mid-October through mid-December and valued at $120,000 USD, the campaign is cooperatively funded and combines elements of both Trade and Consumer advertising, with a heavy emphasis on consumer newspaper advertising.

The current Canada advertising campaign is a co-op campaign that includes Tahiti Tourisme, Air Tahiti Nui and three participating partners: Voyage Cassis, Islands Escapes by…Goway, and Tours Chanteclerc.

The co-op opportunities are broken into two categories:

- Consumer Program including Trade
- Trade Program Only

The Trade Program is used to promote the islands and the Canadian Tour Operators to the Canadian retail agent community.

Advertisements are directed to both English and French speaking Travel Agents using four-color advertisements in three key magazines - Travel Week, GSA, and Tourisme Plus. Islands Escapes by… Goway and Voyages Cassis will be featured in the English advertisements with Tours Chanteclerc in the French advertisements. 

Voyage Cassis will be the only advertiser in the French consumer advertisements. Consumers will be reached with advertising in three newspapers - The Globe & Mail, Toronto Star, and the French language newspaper La Presse.