Tahiti Tourisme has launched its new global brand positioning and identity for the Islands of Tahiti, simultaneously in 14 key markets across the world.

It follows a comprehensive and strategic project run by Tahiti Tourisme who saw the necessity, in the increasingly competitive world of global tourism, to recognise the challenges ahead and the need to be differentiated; to standout from competition and remain relevant to visitors.

The repositioning of the destination intends to not only drive a measured increase in tourism but also the power to create economic opportunity for the nation through investment and trade.

Minister of tourism, Geffry Salmon, said: “Throughout the work it has been of utmost importance that the authenticity and passion for the real strengths of French Polynesia are 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.”

Reflecting the timeless culture and way of life through the positioning and an elegant and premium approach to colour, type and photography, the new identity encourages us 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 discovery, renewal and personal and sensorial 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 traveller.

The new identity, developed with global creative company FutureBrand, is being rolled out in full 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.

Michel Monvoisin, chairman, Tahiti Toursime board said, “The core elements of the new brand approach, plus the visual elements 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.”