Making Privacy the Ultimate Luxury for Travelers

Tahiti had always relied on price promotions and package deals to beckon travelers to come to the remote destination. But those tactics were cheapening the experience and causing a long-term threat to getting visitors.

Tahiti’s ideal customer didn’t want package deals or throngs of bargain hunters sharing the islands with them. They wanted to reward themselves with something that would give them escape and make their Instagram followers jealous. Secluded beaches. Exclusive locations. Custom experiences. For them, luxury wasn’t about having everything. It was about having no one else around.

In our overcrowded day-to-day, The Islands of Tahiti represented a place where privacy was currency. Using this simple concept, we launched a brand campaign that focused on what made Tahiti truly unique.

Using the media habits of our affluent target, we launched an integrated rollout that included high-end digital and print placements, honeymoon-targeted media, social activations and billboard in top feeder markets. And with our long-term relationships with key travel media, we were able to generate tons of PR coverage and endorsements.

While the campaign itself was a success, the lasting benefit was to the brand. By getting them to understand who their ideal customer was and what they were really looking for, we helped them develop a sustainable, long-term strategy that spoke to the authentic Tahiti experience.