Newly constituted Tourism Ministry remains focused on propelling marketing of Seychelles to next level


(Posted 30th October 2016)

The Seychelles Tourism Board launched branded taxi advertising campaign in the French capital Paris and German city of Frankfurt as part of its communication plan for the autumn-winter promotional season.

The campaign involved 200 taxis circulating day and night during the entire month of October and beginning November, transporting the branded visuals of the destination with the tag line ‘Seychelles, the call of the islands‘.

We opted for the October-November as it is the beginning of our promotional season and also because the western European cities tends to be grey and foggy during this period, hence the contrast impact of our visual depicting sunshine, warm and vivid colours which one could not go unnoticed even during the peak and rush hours‘ said Bernadette Willemin, the Seychelles Tourism Board Director for Europe. She added the message was to remind the public that it is perpetual summer in the Seychelles Islands and consequently the variety and diversity of tourism products and activities are also available year around.

This campaign compliments other above the line campaigns which started since September and some still on-going throughout the month of October on the French market continued Bernadette Willemin. The kick off was a joint tactical billboard campaign in collaboration with Island specialist Tour Operator Exotismes whereby 1200 boards were displayed between the 19th – 25th September, mainly in the 15th district close to the train stations (Saint-Lazare, Montparnasse), and the Southern Tramway line, thus not only tapping into the consumer market segment but also the travel trade professionals as it coincided with the major French Travel Trade show IFTM. In addition, the billboards were also present in the 08th district, an area with huge concentration of hotels without forgetting the business areas of Neuilly and Levallois.

Some 200 institutional radio spots were aired on Cherie FM Radio during the month of September-October before and after the weather forecast and traffic information as a follow up to a previous joint radio campaign on RTL Radio and this jointly timed with the national airline Air Seychelles.

The destination was also present in 26 cinema halls in Paris and close suburbs. Altogether, 6100 television spots of 20 seconds each were screened during the second and third week of October.

Mrs Sherin Francis, the CEO of the Seychelles Tourism Board for her part stressed on the importance and the need to upscale our consumer promotions, enhance our communication plan to continue creating more demand. We need to be more visible especially in our consumer targeted promotions whilst maintaining and increasing our business to business oriented activities she concluded.

The Tourism Ministry in the Seychelles, after the new cabinet lineup was confirmed over the weekend, has passed the Culture portfolio to the Ministry of Youth, Sports and Culture but has been handed Civil Aviation, Ports and Marine finally bringing together two key added components Seychelles depends greatly about when it comes to tourism.

Aviation is key to bringing visitors to the islands and tourism knows what number of seats are required to fill all the beds in the resorts while ports and marine provide the links to cruise tourism and keeping the ocean around the island in pristine condition.

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