Tahiti Tourisme Chooses To Keep The Phelps Group

The Phelps Group has retained its estimated $1 million Tahiti Tourisme account, after a review.
The Santa Monica, Calif., agency prevailed over finalists Team One Advertising, El Segundo, Calif.; Houston Helm & Co., Los Angeles; Pacific Communications Group, Torrance, Calif.; and Yesawich, Pepperdine & Brown, Orlando, Fla.
“The competition was good for us,” said agency principal Joe Phelps. He attributed the win to a “combination of [chief creative officer Howie Cohen’s] coaching ability with our unique integrated marketing communications process.”
A new campaign will likely break this summer. A new tagline, “Tahiti. Where love lives,” replaces the previous “Islands beyond the ordinary.” –Angela Dawson