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Advertising |
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The
advertising campaign for Operation Jump Start (OJS) was
concentrated in the following three Californian newspapers:
(Los Angeles Daily News)
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The combined readership of the campaign was 24,872,532.
From September 7 - October 8, 2003, OJS received the following:
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The chart
above outlines where the phone call leads derived from. Each vehicle
had it's own 800 number in order for us to track which vehicle
was most useful. As the chart illustrates, the Newspaper advertisements
brought in 52% of the total calls captured. |
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TTNA
simultaneously launched a national Public Relations effort which
was concentrated on the West Coast. TTNA contacted over 2,300
various media outlets including Newspapers, Magazines, Online,
Broadcast (TV), Radio and News Syndicates and Service Outlets
to promote Operation Jump Start and the Value Vacation Program.
Examples of some of the outlets in which we received coverage
are National Geographic’s A-list Newsletter, Travelzoo’s Top 20
Deals, www.MSNBC.com, Sportdiver.com, and San Jose Mercury News.In
addition to the Advertising in newspapers and the Public Relations
efforts, we also did an e-marketing campaign to consumers and
Travel Agents by blasting e-specials to opt in databases supplied
by Air Tahiti Nui and Tahiti Tourisme, N.A. The e-special listed
the $999 price with a banner (see example on left). |
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Vacation
Values Program |
The
Vacation Values program has been initiated with almost 100 ads
scheduled in 14 newspaper with concentration on the West Coast.
Ads are also scheduled to run in New York, NY, Chicago, IL,
Milwaukee, WI and Dallas, TX.
The
ads run from October 5 to December 11, 2003. The program is
funded by TTNA, Air Tahiti Nui, Tour Operator/Cruise line Partners
and a variety of hotels.
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Industry
News |
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Government
of French Polynesia Appoints Minister of Tourisme
On November
3, 2003, President & Senator Gaston Flosse appointed Teva
Rohfritsch as the new Minister of Tourisme. Mr. Rohfritsch, coming
from the private sector as a bank official, has a background in
marketing and communicaitons. This appointment goes hand-in-hand
with a recent speech by Vice President Edouard Fritch during the
annual representatives conference held in late October. The Vice
President was adamant in expressing the need for the tourism industry
to work together. Tahiti Presse quoted the following (translation),
"To acheive this objective, we have to all work together:
GIE Tahiti Tourisme, the Manava Vistors Bureau (in charge of overseeing
tourists once they arrive in Tahiti and Her Islands), the Service
of Tourism, Air Tahiti Nui and other companies serving Tahiti,
and the professionals from the private sector." |
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ICTA,
The Institute of Certifited Travel Agents, has announced that
in addition to expanding its role, it has reinvented itself as
The Travel institute. The name change is part
of a plan to move beyond the role of establishing standards for
travel agents and become an educational resource serving all industry
professionals.
The institute
will continue its CTC and CTA programs and has created a Certified
Travel Executive (CTE) program for senior industry management
with a curriculum focused on marketing, finance and leadership.
TTNA will
continue to work with The Travel Institute on our live, on-line
training Workshops. Our next live, on-line training Workshop with
TTI is scheduled for January of 2004. To find out more information
on our Workshops, please visit our Web
site |
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Skytrax
Awards Air Tahiti Nui 4 Stars!
Air Tahiti
Nui has been recognized by the flying public for its outstanding
service in SkyTrax' 2003 rating of airlines around the world!
http://www.airlinequality.com/
Among its
accomplishments, Air
Tahiti Nui was named the airline with the "Best Cabin
Crew Pacific/Australia", out polling several larger carriers
which have excellent reputations for quality in-flight service
and friendly personnel.
The international
flag carrier of Tahiti and Her Islands, Air Tahiti Nui was also
cited as the "Best Long-Haul Newcomer", a tribute to
the tremendous progress Air Tahiti Nui has made in only five years
of service.
Wally Sumner, Vice President of Air Tahiti Nui-North America,
noted that his carrier was named "Best Pacific Airline",
and the Airbus A340-300, the aircraft used by Air Tahiti Nui,
was chosen as being the "Most Comfortable Long-Haul Aircraft".
"These
accolades could not come without strategic planning and careful
execution, thus we are grateful that Air Tahiti Nui has been honored
in so many categories," Sumner said. "It is particularly
pleasing to receive such overwhelming approval from the traveling
public, those who vote with their trust and wallets," he
added.
Over 4.4 million
passengers participated in the SkyTrax surveys from 80 countries
and ranking 140 airlines, making it the only truly global survey
of its kind. Air Tahiti Nui was given a four-star rating, having
been topped by only two airlines, Singapore and Cathay Pacific,
which received the coveted five-star recognition. |
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| We
would like to congratulate Jimmy Murphy, Chairman of Brendan Worldwide
Vacations, who was the recipient of ASTA's highest honor when he
was inducted into the Travel Hall of Fame during ASTA's World Congress
in Miami on October 21, 2003. This is the highest honor that ASTA
bestows and includes past recipients such as Conrad Hilton, Thomas
Cook, J.W. Marriott, Arthur Tauck and Walt Disney. Congratulations
and Manuia to Jimmy and Brendan Worldwide Vacations! |
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Economy |
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The economy
grew at a 7.2% annual rate in the third quarter of 2003, which
marked a new phase for the economy.
Although the
rate may not be maintained in the coming months, many economists
say it is now clear the recovery is taking hold.
Business investment
grew at an 11.1% rate last quarter.
Graph and
information provided by the Wall Street Journal
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U.S.
Job Market
In another
sign that the U.S. job market is healing, the Labor Department
reported that new claims for unemployment benefits declined
in mid-November. Moreover, the improving labor market is pushing
up a closely watched index used to forecast future economic
activity.
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Consumer
Confidence
U.S. overall
consumer confidence rose last week, according to an ABC News/Money
Magazine poll released Tuesday.
The consumer
comfort index rose one point to -17 in the week ended Nov. 16,
from -18 a week earlier.
According to the survey, 33% of respondents expressed confidence
in the economy, up from 31% the week before. Also, 53% of those
polled said their own finances were in good standing, down from
54% in the prior week. In assessing the buying climate, 38% of
respondents said it was good, unchanged from a week earlier.
The consumer
comfort index was based on a random survey of 1,002 respondents
nationwide. The index measures typical Americans' confidence in
three areas: the national economy, their own finances, and their
willingness to spend money, according to the report.
The poll has a margin of error of plus or minus three percentage
points. |
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Public
Relations |
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Modern
Bride
October/November 2003 |
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The current
Special Issue of Modern Bride contains their Seventh Annual
Honeymoon Survey. The country's top Travel Agents voted on the
world's most seductive destinations. Tahiti and Her Islands scored
#4 for the World's Best Honeymoon! In addition, Tahiti scored
as follows in the Best of categories:
#1 - Seclusion
#1 - Most Scenic Honeymoon Spot (Bora Bora)
#2 - Sexy Ambiance
#4 - Beaches
#5 - Trendy Locales
#8 - Snorkeling & Diving
We would
also like to congratulate the following Partners who were awarded
as follows. Air Tahiti Nui placed #10 as the
Favorite Airline, for Favorite Cruises, Princess
Cruises scored #2, Windstar #5 and
Radisson Seven Seas Cruises as #6. In the hotel
category, Bora Bora Lagoon Resort came in #1
for the Ultimate Honeymoon Suite (Overwater) and the
Ultimate Resort for Seclusion. The Bora Bora
Nui Resort & Spa placed #3 for the Best Resort
Spa, and the InterContinental Beachcomber Resort,
Bora Bora came in at #5 for the Best Room Service.
Readership
4.5 million
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National
Geographic Traveler
October, 2003 |
 |
Peter
Benchley 'Returns to the Deep' in a six-page spread accompanied
by images from Michele Hall. The caption reads: "A lifelong
diver revisits the dramatic lagoons he loves best..."
The article
focuses on Peter's visit to the Tuamotu Archipelago on the Tahiti
Aggressor and highlights their various encounters with sharks
and other marine life.
Readership
2.4 million |
Los
Angeles Times
Sunday, October 9, 2003 |
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The
Travel section of the LA Times recently had a feature article
by Amanda Jones covering two full pages, including the cover image.
The article focused on family travel and the experiences that
the author and her family had while in the leeward islands. In
addition to cruising through the islands on a Sunsail yacht, they
also spent some time on the land.
Partners,
such as Sunsail, The Moorings, Te Tiare Beach Resort, Sofitel
and Le Taha'a Private Island & Spa received coverage and a
side-bar with their contact information.
Readership
3.3 million |
Departures
October, 2003 |
 |
In
the recent "Islands - Where To Go Next" issue of Departures
Magazine, author Laurie Werner, contributing editor, wrote several
articles from her recent trip to Tahiti, Bora Bora, Moorea, Taha'a,
Tikehau, and the Marquesas. Laurie reported on the following Partners:
Le Taha'a Private Island & Spa, Hotel Bora Bora, Bora Bora
Nui Resort & Spa, Tikehau Pearl Beach, Keikahanui and Hanakee
Pearl Lodges, the m/s Paul Gauguin and Windstar.
Also, in a
special "Islander to Know" section with a full-page
image, Patrick Tairua of Bora Bora is pictured dancing with fire.
Readership
1.5 million |
Bride's
November/December, 2003 |
 |
A "Honeymoon
File" article by Bob Payne in this months Bride's magazine
outlines the differences between Fiji and Tahiti and Her Islands.
An excellent article offering couples great information on both
destinations, the author gives readers pointers on where to
snorkel, where to stay, and highlights the amenities at particular
properties. Partners that were featured included the Hotel Bora
Bora, the Moorea Pearl Resort and the InterContinental Beachcomber
Resort Tahiti.
Readership
5.7 million
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Condé
Nast Traveler
November, 2003
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In
its annual Readers' Choice Awards, Condé Nasts reports
its top 100 cities, resorts, islands, hotels and cruises in the
world. Tahiti and Her Islands received two of the top 10 islands
with Bora Bora coming in at #7 (81.1%) and Moorea coming in at
#10 (78.6%)! We'd also like to congratulate our Partners who received
the following awards:
- Air New
Zealand #5 for Top 10 Airlines
- Radisson
Seven Seas Cruises #1 for Top 25 Cruise lines (small ships)
and #2 for the large ship lines.
- Windstar
#7 (small ships)
- Princess
# 6 (large ships)
Readership
2.6 million |
Sport
Diver
October, 2003 |
 |
Paul Schultz titles his
article on Bora Bora "The Creatures from the Blue Lagoon".
The piece begins with a review on land based excursions, then
takes readers to three of Bora Bora's most popular dive sites:
Tapu, Anau and Muri Muri. The author also includes interesting
facts for readers such as the origin of the name Bora Bora.
There is also
a special thanks to TopDive Bora Bora and their Web site address
at the close of the article.
Readership
1/2 million |
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Upcoming
Media |
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King 5 - NBC, Seattle
Premieres Monday, November 25 @ 7:00 p.m.
(8:30 p.m. on NWCN Cable) |
|
Evening magazine
takes their viewers snorkeling in the Tuamotu Atolls, to historic
sites and cultural performances in the Marquesas, four-wheeling
across Tahiti and Moorea, to remote villages on Makatea and Raroia
and to Papeete's Public Market.
The program
was shot and edited in high definition video format. Producer
John Stoufflet was quoted saying " (high definition) is simply
stunning--especially when you're shooting subject matter in one
of the most beautiful destinations on the planet!" |
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| Product
Updates |
| Bora
Bora Lagoon Resort Announces Final Renovations |
 |
As
many of you know, Orient Express Hotels has announced the final
phase of their multi-million dollar renovation plan for the Bora
Bora Lagoon Resort.
Pictured on
the left is the artists rendition of the new conference center,
which will be able to welcome up to 100 guests theatre style with
all necessary modern technology. Bora Bora Lagoon Resort will
be able to accommodate cocktail receptions, private lunches and
dinners for the meetings and incentives market. |
| A brand
new beachfront spa (pictured on right) including a large reception
area and three private treatment rooms will be another addition
to the property. This will be created on top of two giant banyan
trees overlooking the lagoon. The 'pampering facilities' will
be designed as a haven for romantics and those in need of rejuvenating
escape, dedicated to the joy of massage and beauty treatment.
In addition,
they will also be doubling the size of their swimming pool, creating
an infinity edge with waterfalls. Renovations of the new villa
are also in line, which will feature two bedrooms, a generous
living room and expanded balconies with a private pool. |
The
above information and images were provided by
Bora Bora Lagoon Resort/Orient Express Hotels |
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| Starwood
Hotels & Resorts Worldwide, Inc. has been named the World’s
Leading Hotel Group for the second year in a row at the 10th Annual
World Travel Awards. The World Travel Awards acknowledge, reward
and celebrate the enormous achievements found in all sectors of
the global travel industry. This year, Bora Bora Nui Resort &
Spa was named as Australasia's Leading Resort.
In addition,
Starwood Hotels & Resorts of French Polynesia would like to
introduce their new logo (above). Images of all three properties
can also be obtained following a simple registration process by
visiting www.starwoodarchive.com
.
For assistance, please contact Starwood's Sales Department via
email at: sales.tahiti@sheraton.pf
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Starwood
Hotels and Resorts of French Polynesia recently participated in
a gift bag for the stars that were nominated this year at the
popular Emmy Awards in Hollywood. Shown to the left is the Christmas
style card that The Marshall Plan, PR for Starwood in the US,
created for these popular gift bags for the attendees. In addition
to the five nights in a overwater bungalow offered by the Bora
Bora Nui Resort & Spa, the gift pack also included two Tahitian
Blessing 80-minute spa rituals at the Mandara Spa, two sharkfeeding
excursions and a certificate for $500 towards the purchase of
a Robert Wan Pearl. The Marshall Plan recently advised TTNA that
the Bora Bora Nui has already received bookings by Mike Myers,
Martin Short, Alycia Silverstone and LA's Ryan Seacrest. |
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As
the Radisson Plaza Resort Tahiti nears completion for a spring
2004 opening, newly-appointed general manager Philippe Guitton
has been a catalyst in fast-tracking the opening of the resort.
Guitton has
over 20 years of experience in the hospitality industry. He most
recently worked as general manager of the Sheraton Moorea Lagoon
Resort & Spa. In addition to holding top hotel management
positions in hotels, Guitton has a 15-year background in food
and beverage.
Having worked
in French Polynesia for a number of years, Guitton is familiar
with the destination and surroundings. "French Polynesia
is enjoying positive growth, and I am excited about managing a
new upscale hotel in the area and playing an important role for
both French Polynesia and the Carlson hotel group," he said.
The opening
of the Radisson Plaza Resort Tahiti is important for Carlson Hotels
Asia Pacific and its growth plans for the Asia Pacific region.
The resort is the first for the group in French Polynesia and
will bring the number of Radisson hotels in the Asia Pacific region
to 29 across eight countries. |
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Pearl
Resorts has announced that the Taha'a Pearl Beach Resort has
been rebranded as Le Taha'a, Private Island & Spa. In additon,
this is the first Relais & Châteaux property in French
Polynesia, as of November 19th, 2003.
Pearl
Resorts would also like to advise the industry that they have
a new toll-free number for the U.S.
800
65 PEARL
(1-800-657-3275)
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The Maitai
Polynesia, Bora Bora, has just announced that the villa suite will
no longer be part of their property. It will be removed from inventory
as of January 15, 2004. Le Maitai Polynesia will be contacting clients
with bookings to offer an alternative. For any questions, please
contact Le Maitai Polynesia at: gm@bora.hotelmaitai.com |
If
you have information regarding your company that you would like
for us to consider including in our Newsletters, please do not
hesitate to send the information and any images that may help
illustrate your content to: media@tahiti-tourisme.com |
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Upcoming
Tradeshows
2003-2004 |
|
Show |
Date |
Location |
| Luxury
Travel Expo |
December
2-3, 2003 |
Las
Vegas, NV |
| 25th
Annual Wedding Fair |
January
9-11, 2004 |
Vancouver,
BC |
| Adventures
in Travel Expo |
January
9-11, 2004 |
New
York, NY |
| Travel
Fair 2004 |
January
10, 2004 |
Las
Vegas, NV |
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For
more information on Tradeshows, please contact Mari Masuda at:
mmasuda@tahiti-tourisme.com |
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Recently
Attended Tradeshows
2003 |
| IT
& ME 2003 |
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TTNA
experienced an unprecedented number of participating Partners
at the IT&ME Show in Chicago this year. The following Partners
were in attendance:
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- Air
Tahiti Nui
- Bora
Bora Cruises
- Bora
Bora Lagoon Resort
- InterContinental
Beachcomber Resorts
- Le Meridien
Hotels de Polynesie
- Pearl
Resorts
- Starwood
Hotels & Resorts French Polynesia
- South
Pacific Tours
- Tahiti
Tours
- Tahiti
Nui Travel
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During
the 3-day show, quite a number of client meetings and discussions
were held with interested buyers. There was a total of 1,277 exhibitors
and 15,527 registered buyers. |
| FunSun
Product Launch |
|
With
a total of 1284 Travel Agents attending the FunSun Product Launch,
FunSun and its Partners felt the road show was a success! TTNA
attended the FunSun Product Launch with various other destinations,
hotels and resorts. Many of the comments from the Agents were
regarding price, distance and location. Many didn't know where
Tahiti was, and when asked, the common answer was over 20 hours
away (from Canada). The price point is probably the biggest challenge
in Canada with the agents. The Canadian Dollar is not that strong.
Regardless, we were able to explain the pricing and illustrate
that there are lower priced options throughout the islands. FunSun
did an incredible job of incorporating Tahiti and Her Islands
into their presentations, their newest destination in their product
line. |
| DEMA
2003 |
|
For
the first time, the Tahiti section was successful in securing
bookings at the show. The group sizes ranged from 8-28 people,
for an estimated combined total of 237 divers. The estimated total
gross revenue from these 18 groups is over $457,000 USD. This
year there were 7 booths, with 3 from TTNA and 4 from the private
sector. Next year we will be even stronger with 9 booths including
3 from TTNA and 6 from the private sector. We are looking forward
to planning for DEMA 2004. We’ve received a lot of great
ideas from the participants and look forward to implementing them. |
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FALL
Workshops
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The 2003
Fall Workshops were held during the first two weeks of November.
For the first time, we are offering the Partners participation
in our online training program that will be in conjunction with
their Workshop participation. As always the city locations were
determined on the votes of our Partners. There were a total
of 532 agents in attendence at the 12 venues chosen.
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Canadian
Workshops
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Workshops
in Canada: The 2003 Workshop series in Canada was the first ever.
This was the follow-up to the Tahiti training that was done in
June of this year. The format of the workshop was the same format
as the Workshop presentation held in the US though with only 8
Partners participating in addition to Tahiti Tourisme. The Workshops
in Canada had 256 travel agents attend. About 50 of those agents
enrolled in the Tahiti Tiare Specialist Program. |
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TTNA
Web Statistics |
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September
Web Stats
Total
Hits:3.6 million
Total Impressions: 1 million
User Sessions: 142,229
Unique Users: 68,455
Average Session Length: 8:52 |
October
Web Stats
Total
Hits: 3.4 million
Total Impressions: 657,774
User Sessions: 97,281
Unique Users: 40,797
Average Session Length: 9:23 |
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We would like
to note that as the statistics illustrate, we received more Unique
Users and total hits in September than in October. We feel this
is in part due to the advertising campaign Operation Jump Start,
which included Web blasts as outlined above. |
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