Tahiti opens 'love' campaign to reconnect with travelers

EL SEGUNDO, CA: Tahiti Tourisme North America recently launched its 'Invest in your Love' campaign in an effort to promote Tahiti as an ideal travel destination for couples and families.

EL SEGUNDO, CA: Tahiti Tourisme North America recently launched its ‘Invest in your Love' campaign in an effort to promote Tahiti as an ideal travel destination for couples and families.

The campaign is designed to keep Tahiti as a top-of-mind destination among North American travelers who are already familiar with the region, such as the honeymoon sector, while simultaneously growing the market share among new travelers.

“We will definitely be pushing the family angle and hoping to grow that market,” said Jeanine Cater, director of marketing for Tahiti Tourisme North America.

The Phelps Group* is helping with the campaign, which launched March 30 with a microsite. It will be driven by a series of six consumer-generated video contests set to begin April 22, extending through 2009. Travelers will be encouraged to submit videos demonstrating why they deserve to win a trip to Tahiti, which will then appear on the site. Winners will be chosen through online voting and a panel of judges from Tahiti Tourisme North America.

“New media certainly plays a large part because once the contest launches, the person who is submitting a video will be encouraged to invite their entire network of family and friends to vote for them, hopefully to reach a wider audience,” Cater said.

Twitter, Facebook, and travel blogger outreach will be used to “build up and tease the audience we hope to grow virally,” Cater said.

The PR team will also target travel journalists through traditional media relations. An advertising element, including banner and print ads will launch in late April.

*CORRECTION: A previous version of this article referred to the agency as Phelps & Co. rather than The Phelps Group. We regret the error.

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