London-based communications agency, Black Diamond, has been appointed by Tahiti Tourisme to act as its agency of record in the UK, as of January, following a competitive pitch process.
Black Diamond will position Tahiti as an experiential destination, highlighting the variety of activities available across the 118 islands.
“The UK is an important target market for The Islands of Tahiti,” said Paul Sloan, chief executive, Tahiti Tourisme.
“We look forward to working with Black Diamond and creating new innovations and partnerships to help us market the region and to provide travellers from the UK with an extraordinary travel experience.
“We are confident that Black Diamond’s combined expertise in the travel industry and marketing will help us reach and welcome even more visitors from the UK in the years to come.”
Focusing on the diversity of the islands and promoting itineraries and stories that go beyond the three main popular islands of Tahiti, Moorea and Bora Bora, Black Diamond will encourage new adult gap year markets with Round the World travel, in addition to honeymooners and luxury travel.
Black Diamond brings to the account a wealth of destination positioning experience and, in addition to partnering with other destinations to demonstrate the different ways and reasons to travel to the islands of Tahiti, the Embraced by Mana concept will also underpin all trade and PR activity.
Jim Odoire, director at Black Diamond, commented: “We are thrilled to be chosen as the full-service PR and representation agency for Tahiti Tourisme.
“The islands of Tahiti have so much to offer and have a much more compelling proposition that chimes with how UK consumers are increasingly thinking about luxury travel.
“The Islands of Tahiti provide the perfect mix, offering the secluded high end luxury product with varied wild landscapes, off-the-beaten-path and little explored destinations with a unique, rich culture and ample adventure and leisure activities, such as diving, sailing and hiking.”
He concluded: “The competition for the representation contract in the UK was extremely fierce; therefore, we’re naturally very proud that we have won this account and we look forward to working with the talented team in Papeete.”