Client: Air Tahiti Nui
Markets: New Zealand 
Scope: Brand Strategy, Creative Campaign Development, Messaging & Positioning, Consumer Insight, Multi-Channel Campaign Execution
Sector: Aviation | Tourism | Airline Marketing | Campaign Development

Reframing perception as a
path to growth.

This is a great example of making the complex clear, and making it stick, amplifying the message and framing the message in a way that connects.

Air Tahiti Nui flys to Paris and the US via Tahiti. The Tahiti stopover was a negative—an inconvenience you had to put up with. A point of friction, you could say.

It was a clear disadvantage in the market. This is where a simple, powerful idea really shines through. Instead of minimising the stopover or apologising for it, our insight was to completely reframe it. We turned the perceived disadvantage into a key feature. The core of the campaign became “Tahiti - The World’s Best Stopover.” We leapt right into it. Our thinking was - Don’t hide it, celebrate it. It’s such a simple shift in perspective, but incredibly powerful.

Suddenly, the stopover isn’t a bug, it’s a feature. A bonus trip to paradise on your way somewhere else. It transformed the whole value proposition without changing the flight path. And the impact. Double-digit growth in bookings, and it changed the way Kiwis felt with flying Air Tahiti Nui. New Zealand even became Tahiti’s third-largest tourism market with 7% growth from 2023 to 2024.

We also layered in the rational benefits with our campaign. Better planes, better pricing - but the core emotional hook, the powerful idea, was transforming the stopover into an aspirational part of the journey.

• Strategic narrative reframing to shift a market barrier into a value proposition
• Messaging and positioning designed to resonate across leisure, corporate, and VFR traveller segments
• Insight-led brand strategy grounded in traveller mindset and market opportunity
• Multi-channel execution across digital, social, and OOH platforms
• Creative storytelling that transformed a perceived inconvenience into
  a signature experience

Deliverables:

• Campaign concept & core idea development
• Messaging strategy and copywriting
• Visual direction and activation toolkit
• Campaign rollout across integrated platforms

Tahiti—The World’s Best Stopover. Proof that a change in perspective can change everything.

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Based in Auckland New Zealand, I work with brands throughout Australasia, The Pacific and Asia.

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