Phelps Group prevails in Tahiti tourism pitch

LOS ANGELES - The Phelps Group has successfully defended creative and media chores on its long-held Tahiti Tourism business, according to client managing director Al Keahi. Billings are $2-3 million, according to the client. Search consultancy Livingston Wilson & Associates in Laguna Hills, Calif., led the review, which also included finalists WongDoody and Kaiser Advertising, both here.

Phelps Group prevails in Tahiti tourism pitch

LOS ANGELES – The Phelps Group has successfully defended creative and media chores on its long-held Tahiti Tourism business, according to client managing director Al Keahi. Billings are $2-3 million, according to the client.

Search consultancy Livingston Wilson & Associates in Laguna Hills, Calif., led the review, which also included finalists WongDoody and Kaiser Advertising, both here.

This marks the third time in 16 years Santa Monica, Calif.-based Phelps has prevailed in a Tahiti Tourism review. (The shop also handles PR for the client. That portion of the business was not included in the just-completed review.)

“These reviews cause you to reexamine your thinking,” said Joe Phelps, agency principal. “We were early to move online with the account, but that has increased in importance.”

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Creatively, work continues to target the “affluent and super-affluent” with its tagline, “Islands beyond the ordinary,” Keahi. Visuals linger on beachfront bungalows, tropical serenity and island culture.

“I like it because it doesn’t overpromise, but appeals to the super-affluent,” Keahi said.

Since only about 250,000 tourists (40 percent from the U.S. and Canada) visit Tahiti annually, the El Segundo, Calif.-based client – which oversees Tahitian tourism efforts for North America — does not employ what Keahi called “mass-marketing techniques,” but relies on specialized print pubs such as Cigar Aficionado and magazines for BMW and Mercedes enthusiasts.

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