A new brand campaign from Tahiti Tourisme seeks to establish a deeper mystique lying beneath the surface of the “picture postcard” beauty of the destination. With the rise of competition in the Pacific from such island destinations as Fiji and the Cooks, Tahiti Tourisme saw a need to create more differentiation. The branding is global and not specific to any particular market.

For the past week the FIFA Beach Soccer World Cup has enraptured Tahiti. There have been sell-out crowds at the To’ata stadium in Papeete and a carnival atmosphere has pervaded throughout the famed holiday destination. Normally, however, the sport which garners the most attention in French Polynesia is va’a, the traditional Polynesian paddling pastime. Now the two events have merged on one special afternoon on Papeete harbour.