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Changing perception and awareness of a tourism destination

Case Study - Changing perception and awareness of a tourism destination

GmbH helps increase visitor arrivals to Tahit and Her Islands

Challenge

•Position Tahiti and Her Islands as an affordable destination which offers not only luxury accommodation but also small pensions and bed & breakfast ("Petite Hotellerie") with direct contact with local families
•Raise interest in French-Polynesia amongst target groups who are interest in local culture, people and active holidays through exposure in on- and offline media
•Attract visitors with less disposable money and Increase bookings in Germany and Austria
•Intensify cooperation with tour operators in the market and change the perception of travel agents

Strategy

•Distributed press releases and advertorials on general and special offers
•Organised individual press trips for opinion-leading media with focus on "Petite Hotellerie"
•Organised interviews with travel trade media
•Developed a special website and distributed brochures on "Petite Hotellerie"
•Developed cooperation with airlines and tour operators and initiated a prize draw to win a trip to Tahiti as well as promoting online training for travel agents

Results

•Extensive coverage in German travel magazines, on TV, websites, woman magazines and newspapers
•A marked increase in requests and special enquiries from German consumers on the Petite Hotellerie offering
•Tahiti reported a rise in arrivals from Germany since the start of the campaign

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