MeringCarson Touts 'Mana' For Tahiti

Tahitians define Mana as a life force and spirit that connects all living things, and now MeringCarson is using this concept as the foundation for its first advertising campaign after the island named the agency AOR in September. 

The "Embraced by Mana" tagline is designed to reset consumer perceptions of the destination: reinforcing the iconic beauty and privacy that is core to the Tahitian experience, and also broadening awareness and interest in the unique culture of the islands.

Video, digital and print ads will first launch this month in the U.S. under the umbrella "The Islands of Tahiti" and will expand to France, Italy, Spain, Germany, Belgium, Australia, New Zealand, The United Kingdom, Brazil as well as Japan, China and Korea. 

Furthermore, this global campaign will evolve beyond digital and print advertising to include social media and cooperative advertising efforts, according to the agency.

Tahiti Tourisme oversees all global marketing, advertising, public relations, promotions, events and travel advisor programs. It spent nearly $1 million on ads in 2014, according to Kantar Media. 



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