Welcoming to all LGBTQI+ travellers.
Tahiti Tourisme's global creative agency Circul8 has released the destination’s latest integrated campaign, The Treasured Test.
The campaign, to launch across social, TV in France and owned channels in seven countries and three languages, showcases The Islands of Tahiti’s warmth towards LGTBQI+ individuals and couples, through the eyes of the LGBTQI+ community.
Australian agency Circul8 was tasked with developing a campaign for a global audience that shows that The Islands of Tahiti offer a rich cultural tapestry that embraces gender diversity extending beyond conventional notions of LGBTQI+ party hotspots.
Collaborating with queer travel specialists Every Queer at every step, The Treasured Test was developed as an invitation to LGBTQI+ travellers to ‘test’ the welcome waters in The Islands of Tahiti and report back on their experiences.
The campaign was directed by local talent and member of the LGBTQI+ global community, Virginie Tetoofa, and features real members of the global LGBTQI+ community.
The content followed the group’s journey to experience everything The Islands of Tahiti has to offer, from learning traditional dance to snorkelling the lagoon of Bora Bora – never having to worry about hiding part of their identities.
With interviews completed upon their return and included within the content, the participants communicated the sense of relief they felt within Tahiti’s accepting environment and warm local community.
"This was more than an advertising campaign for us and Tahiti Toursime, we wanted to strategically communicate the destination’s authenticity to the LGBTQI+ community," Circul8 MD Alana Stocks said.
Tahiti Tourisme CEO Jean Marc Mocellin said the LGBTQI+ campaign sets out to prove how the people of The Islands of Tahiti are proud to welcome everyone, regardless of their identity or whom they chose to love.
“With strict laws protecting equal rights and the traditional culture of acceptance, every couple can feel safe and free to be themselves in The Islands of Tahiti.”
Credits:
Creative Agency: Circul8
Production: Tahiti Tourisme & Circul8
Director: Virginie Tetoofa & Phil Watson
DoP: Virginie Tetoofa
Drone Operator: ‘ŌHI’O Tom Winchester
Editing: Circul8
Post: White Chocolate
Music: Composer: Alain Lievens-Demeyere / Edition: Zik Prod Tahiti
