• by Larissa Faw , September 18, 2015

Tahiti is a well-known honeymoon destination, and the Islands of Tahiti, which is officially known as French Polynesia, is a 12-month tourist destination with an average year-around temperature of 79 degree. 

Yet for the past few years, tourism has stagnated. 

North Americans, for instance, accounted for 44% of all Tahiti visitors for June 2014, a 4% decrease from June 2013. 

Now, Tahiti Tourisme, the island's official tourism bureau, is naming MeringCarson as its first global communications agency following a formal review. 

MeringCarson will create an integrated print, video and digital campaign for use internationally. "The communication strategy is to convey the powerful duality that exists in The Islands of Tahiti: spectacular beauty and seclusion, balanced by the unique Tahitian culture and way of life," says Greg Carson, partner/creative director of the advertising agency.

New work is expected to debut in the beginning of 2016.  

Tahiti will continue to position itself as paradise. Most recently, Tahiti Tourisme worked with Interpublic Group's FutureBrand to create a new visual brand identity and logo that conveyed its island ambiance. This positioning was launched in 14 markets and encouraged 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."

While the visuals were meant to be universally consistent across all markets, the platform was designed for more in-depth storytelling.  

This account is a fun win for the California-based agency. Several MeringCarson executives were treated to a 13-day "familiarization tour," that included visits to Bora Bora, Moorea, Rangiroa and Hiva Oa and involved snorkeling, swimming with sharks and a visit to the biggest Tiki in all of French Polynesia. These excursions weren't just for pleasure. This research expedition will fuel creative to be highlighted in future advertising materials.  

Tahiti Tourisme oversees all global marketing, advertising, public relations, promotions, events and travel advisor programs. It spent nearly $1 million on ads last year, down slightly from $1.06 million in 2013, according to Kantar Media.