A different side of The Islands of Tahiti.
Tahiti Tourisme and its global creative agency, Circul8, have introduced a new campaign, Treasure Every Moment.
Launching across digital, social, and owned channels in 15 countries and in six languages, the campaign takes viewers on an immersive journey to The Islands of Tahiti, showcasing its local life, sustainability, incredible range of activities and diverse landscapes.
Produced by Circul8 and directed by filmmaker Justin McMillan, the campaign introduces viewers to a different side of The Islands of Tahiti that many haven’t seen, beyond the overwater bungalows of Bora Bora and into the heart of the destination.
Featuring a cast of local talent set to backdrops of cascading waterfalls and soaring mountains and to a soundtrack of specially produced Polynesian vocalisations, the result is an engaging, creative suite of assets that goes further into the essence of the destination than ever before.
The campaign is an extension of the brand’s Feel Treasured platform, which was launched by Circul8 in mid-2021 upon the country’s borders reopening post-Covid.
Alana Stocks, founder and managing director of Circul8, said: “We are so delighted to launch this campaign for Tahiti Tourisme. International travel restrictions were imposed soon after Circul8 won the account, and, for this campaign, we were finally able to shoot the style of filmmaking we initially intended for this beautiful destination.
"Everything was shot authentically and organically, capturing real moments. The result is an intimate and emotional view of the destination that will set a new direction for its marketing.”
CEO of Tahiti Tourisme, Jean-Marc Mocellin, said: “Tahiti Tourisme is thrilled to see our latest global campaign roll out to showcase the incredible diversity of our destination.
"With just 236,000 visitors in 2019, which is fewer than many other similar tourist destinations receive in a week, The Islands of Tahiti is far from being a mass tourism destination, and that’s partially what makes it such a special place, where such authentic connections with locals and their culture are possible.
"This concept is reflected in the uncrowded and pristine environments revealed in our campaign video, along with the revelation of many other compelling destination secrets.”
Stocks said: “As a B Corp-certified agency, Circul8 is proud to partner with destinations like The Islands of Tahiti that align with our values and are committed to inclusive and sustainable tourism.”
Circul8 is a creative and innovation agency based in Sydney, Australia. It was appointed as the global creative agency for Tahiti Tourisme in 2020.
Credits:
Creative Agency: Circul8
Production: Tahiti Tourisme & Circul8
Director: Justin McMillan
DoP: Andrew Buckley
Drone Operator: ‘OHI’O Tom Winchester
Editor: Lucas Vazquez
Post: White Chocolate
Sound Mix: Onaka Production
Music: Composer: Alain Lievens-Demeyere / Edition: Zik Prod Tahiti
