Solution
Undertaking nearly a year of extensive planning, research and stakeholder input, we began overhauling the look and feel of TahitiTourisme.com. Inspired by the Polynesian concept of Mana, the life force infused throughout the region, we sought to better educate potential visitors on the cultural and geographic differences found in Tahiti’s 118 islands.
We drew further inspiration from the organic textures and patterns of Tifaifai, the woven, patterned garments found in Polynesia along with gorgeous imagery from the islands, showing their majestic beauty. Words we used to drive our designs included “exhilarating,” “humble spirit” and “generous,” all direct reflections of the people and places that make up The Islands of Tahiti.
Appropriately, blue is the brand’s primary color, inspired by Tahitian tattoo ink, illustrating the powerful and mystical Mana of Tahiti. We used green to contrast the blue and represent a richness and beauty of the region’s diverse landscape and flora.
We developed new pages that provided relevant, highly-searched information as part of the SEO strategy, which we executed in two ways. During the site redesign, we optimized copy on each island’s landing page, helping distinguish the smaller, overlooked islands from the more visited ones. This not only helped with organic rankings, but showed potential travelers the diversity of culture and experiences a visitor to Tahiti can experience.
We also crafted an ongoing series of blog posts for the islands, targeting specific search phrases or commonly asked questions about the islands, such as “How long does it take to fly to Tahiti?” All of these content initiatives contributed to significant increases in organic site traffic. Accompanied by stunning imagery, the content showed potential visitors that there is a perfect island to fit any mood.
Noble then consolidated each of the regional domains (.fr for France, .ca for Canada, etc.) into a single, consistent look and feel while still appealing to a geographic niche. Content siloing further helped deliver content in a more impactful way to visitors. In the end, we launched 18 regional sites for The Islands of Tahiti in a variety of languages and locations from Asia to South America and all points in between.
Finally, there was the issue of stakeholder businesses needing more control over their content. For this, we turned to Simpleview, a Customer Relationship Management platform that gives The Islands of Tahiti the ability to maintain a single data source which is automatically updated on the website. This helps reduce duplication of efforts. Each stakeholder – from tour operators to guesthouse owners – can now log in and manage its own content and have it deployed across all 18 sites.
Tahiti is unique in another aspect: all vacations must be booked through officially approved travel agents. With the ability manage more of their content, these agents can better target potential visitors by offering specialty vacation packages such as golfing, diving and sightseeing experiences.
