Primedia Outdoor Press Office
Mauritius Tourism Employs Primedia Outdoor
To Market Dream Holidays Despite Recession
In its first outdoor advertising campaign the Mauritius Tourism Promotion Authority chose wholly South African owned outdoor media giant, Primedia Outdoor and its strategically located airport and freeway media platforms, to promote Mauritius as the ideal island holiday destination for upmarket South Africans.
With the objectives of creating pure brand awareness and increasing the number of South African visitors to Mauritius, the Mauritius Tourism Promotion Authority undertook a four-month, multi-media campaign incorporating Outdoor, Online and Print.
The target audience included LSMs 8 - 10, between their mid 20s and 60s, with disposable income to spend on a trip to the island.
Mzi Deliwe, Sales and Marketing Executive of Primedia Outdoor and Managing Director of Indiza Media explains, "The Tourism Authority has cleverly turned the global economic crisis to its advantage. Flight and holiday prices have decreased dramatically during this period, ensuring more consumers in upper income brackets take a much-dreamed about island holiday."
To gain leverage from stalled traffic flows, the promotion creative was deliberately positioned on a billboard at the Durban International Airport and another on the very gridlocked N1 South Malibongwe exit. "Indiza Media's captivating Airport Scrollers at the Cape Town International Airport also lured consumers," says Deliwe.
The campaign's unique selling points included the close proximity of Mauritius to South Africa - a mere four-hour flight; holidaymakers were offered an exceptional value-for-money proposition and, South Africans don't need a visa to enter the island.
"Consumers were simply offered a relaxing holiday, on a beautiful island, at a very affordable price. This, coupled with Primedia Outdoor's appealing media platforms, ensured a successful Outdoor campaign," Deliwe concludes.
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