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Pangaea Network, Consultant to the Travel Industry
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Tahiti Tourisme: Invest in Your Love

AIGO develops an integrated campaign to face the crisis impact and consolidate Italian arrivals in Tahiti and Her Islands.

Challenge

  • To support sales in the spring and summer season
  • To increase the honeymoon market share
  • To involve all players: from product to consumer

Strategy

AIGO structured the campaign by using both traditional and unconventional marketing tools to create the WOM (word of mouth) effect and monitorable results, supported by a digital and traditional PR activity.

The project

  • The ‘buzz’ phase - launch anticipated by an unbranded guerrilla marketing preview  including: creation of a blog and a Facebook profile, distribution of IIYL flyers and stickers, organization of the ‘Frozen Kiss’, a collective, public kiss, become event, in Rome and Milan.
  • The reveal – brand disclosure through a street press conference in Milan, involving consumer and travel trade media. This created of a ‘domino’ effect: the immediate branding of the online tools and the official opening of the campaign.
  • The campaign – on and off line and dynamic advertising campaign in Milan and Rome, opening of a dedicated website providing extensive travel information, Tour Operator travel offers, list of ‘Tahiti specialist’ Travel Agents for tailor-made proposals; downloadable goodies. A special kit of p.o.p. material was distributed to selected Travel Agencies.
  • Incentive programs – dedicated to consumers and distribution channels. Photo-contest ‘Smile…and win Tahiti’ allowing 8 couples to travel to Tahiti and Her Islands; rewarding schemes for Travel Agents completing the Tiare online training program and registering the best sales performance within the end of the year.

The campaign has been successively declined for France, Germany and Spain.

Results

1. The ‘buzz’ phase

The two-week preview generated:

  • 34.322 online contacts
  • 13 ‘Frozen kiss’ video published on Youtube
  • 143 communities involved and 270 open discussions
  • Media coverage for € 298.750 aev – 14.350.753 circulation

2. The campaign

The 2,5-months campaign generated:

  • Over 57.000.000 contacts (print and outdoor)
  • 18.000.000 delivered impressions – 60.528 clicks (online)
  • 409 fans on Facebook in 1 week
  • About 60.000 page views (website/Tour Operators offer)
  • 13% conversion rate on required quotations
  • 500 Travel Agencies shop windows customized IIYL
  • 313 new enrolments to Tahiti consumer newsletter

To support sales from late Spring 2009 onwards
To increase the honeymoon market share and widen the message to couples
To involve all players: from product to consume