Issue link: https://digital.copcomm.com/i/443780
9 B M & T ••• September/October 2014 ••• www.blackmeetingsandtourism.com the need to be differentiated; to stand out from competition and remain relevant to visitors. The repositioning of the des- tination intends to not only drive a measured increase in tourism but also the power to create eco- nomic opportunity for the nation through investment and trade. "With 118 islands and atolls spread out over five archipela- goes covering an area as large as Western Europe, the Islands of Tahiti have quite a bit to be dis- covered and the newly revamped brand will be instru- mental in getting this message across North America," said Jonathan Reap, managing director, Tahiti Tourisme North America. "We look forward to working with all of our travel partners to launch the new branding for the islands." "Throughout the work it has been of utmost importance that the authenticity and passion for t he real strengths of French Polynesia are reflected and captured appropriately. Tahiti Tourisme's new brand iden- tity, 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 Minister of Tourism, Geffry Salmon. Reflecting the timeless culture and way of life through the positioning with an elegant and premium a pproach to color, type and photography, the new identity encourages potential visitors to consider the beauty that lies beneath the surface of the picture-perfect postcard; the beauty of the powerful and profound impact the land and people can have on those who visit. It sets the scene for more in-depth storytelling and cultivates a curiosity to visit and experience the different islands on a journey of dis- covery, renewal and personal rejuvenation. With the aim of creating a more contemporary understanding and desire for all that French Polynesia has to offer, the new brand serves to set the foundations for future marketing activities and builds on the long- term strategies for the nation's tourism and hospitality industry designed to meet the needs and expectations of the future traveler. The new iden- tity, developed with global creative company FutureBrand, is being rolled out over the remainder of this year across website and collateral materials, as well as a refresh of the advertising and activations over the next 12 months. "The core elements of the new brand approach, plus the visual ele- ments which will help us express our passion for French Polynesia, give us a platform to build a consistent story across all markets, informing and inspiring our target consumer and key audiences or partners alike. It marks a moment in time, in our story, where we look confidently towards the future and plan for it together with local industry, partners and government," states Michel Monvoisin, chairman of Tahiti Tourisme Board. About Tahiti Tourisme North America Tahiti Tourisme North America (TTNA) is the DMO (Destination Marketing Office) for French Polynesia, more commonly known as "The Islands of Tahiti." As the DMO for the Islands of Tahiti, the office oversees all marketing, advertising, public relations, promotions, events, and travel agent programs conducted throughout North America. TTNA works regularly with airline, hotel, resort, tour operator and cruise line partners from prospective business development to product launch, and ultimately into marketing initiatives in North America. Easier to travel than often imagined, Tahiti is eight hours by air from Los Angeles with daily nonstop flights. Tahiti is renowned for warm waters, white-sand beaches, and stunning turquoise lagoons. There are a total of 118 islands and atolls that comprise this beautiful South Pacific country. Tahiti's varied landscape ranges from just-above sea level coral atolls to volcanic mountain peaks. Tahiti is halfway between California and Australia, on the same side of the International Date Line as North America and in the same time zone as Hawaii. For more information, visit www.tahiti-tourisme.com or call (310) 414-8484. Scenic shot of Tahiti, bungalows over water, with steps into green lagoon with coral PhotoCredit: Martin Valigursky