Tahiti Tourisme has launched a new global brand identity, focusing on the destination’s main pull factors of natural beauty, luxury and culture.
Developed by the Melbourne office of FutureBrand, the new brand concept is designed to target the “discerning explorer” demographic and is based on the concept that “privacy is the ultimate luxury”, in an effort to position Tahiti as the world’s top island destination.
“Throughout this project it has been important that the authenticity and passion of French Polynesia is reflected and captured appropriately. Tahiti Tourisme’s new brand identity, and that of the destination of our Islands, is a celebration of the place, the people, its history and of course its future,” said French Polynesia’s Minister of Tourism, Geffry Salmon.
FutureBrand’s strategy consultant, Victoria Berry, said the new branding was “more than a logo”.
“It’s about supporting jobs and industry, maintaining a world class reputation and creating a special and unforgettable experience,” she said. “We wanted to convey the warmth of the people and the stirring impact of a destination that leaves you with a renewed sense of balance and exceeds expectations.”
The regional launch of the new brand took place in Sydney this week.