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  1. MAURITIUSCENTER.COM Presented By: 12/10/2000 CAMPAIGN STRATEGY 2. CONTENTS Campaign Objectives Strategic Plan Media Strategy Cost Estimates 3. CAMPAIGN OBJECTIVES…
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  • 1. MAURITIUSCENTER.COM Presented By: 12/10/2000 CAMPAIGN STRATEGY
  • 2. CONTENTS Campaign Objectives Strategic Plan Media Strategy Cost Estimates
  • 3. CAMPAIGN OBJECTIVES <ul><li>To raise awareness on the possibility of shopping for Mauritian tourist products on the Internet. </li></ul><ul><li>To introduce mauritiuscenter.com as the ultimate website for buying Mauritian tourist products. </li></ul><ul><li>To encourage tourists to visit and shop on the site. </li></ul>
  • 4. STRATEGIC PLAN <ul><li>Signet with detachable card: </li></ul><ul><ul><li>Inserted in Tourist Magazines. </li></ul></ul><ul><ul><li>Distributed in Brochure Dispenser at Airport. </li></ul></ul><ul><ul><li>Distributed via Affiliated Shop Outlets. </li></ul></ul><ul><ul><li>Distributed via Travel Agents & Tour Operators. </li></ul></ul><ul><ul><li>Distributed via Taxis & Cellular Phone Rental Agents. </li></ul></ul>
  • 5. STRATEGIC PLAN <ul><li>Airport : </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Flight Information Display Screen (FIDS) </li></ul></ul><ul><ul><li>Trolley Advertising </li></ul></ul><ul><ul><li>Product Display & Promotion Stand </li></ul></ul><ul><ul><li>‘ La Première Valise’ </li></ul></ul><ul><ul><li>Performance Advertising </li></ul></ul>
  • 6. RECOMMENDATIONS <ul><li>Internet Banner : </li></ul><ul><ul><li>A direct link on the Servihoo and/or Air Mauritius homepage to mauritiuscenter.com . </li></ul></ul>
  • 7. MEDIA STRATEGY <ul><li>SIGNET WITH DETACHABLE CARD : </li></ul><ul><li>A highly noticeable space with a longer life than traditional print. The signet can be adapted to include a detachable portion with basic site information which may be kept for reference. </li></ul><ul><li>Various magazine options are available with varying cost and distribution profiles (see attached media schedule proposal). </li></ul><ul><li>Distribution through Affiliated Shop Outlets offers added value at no further cost and raises awareness of the outlets. </li></ul><ul><li>Travel Agents, Tour Operators, Cellular Phone Rental Agents, & Taxis offer excellent interface with tourists which is exploitable. </li></ul>
  • 8. MEDIA STRATEGY (Contd.) <ul><li>AIRPORT : </li></ul><ul><li>The airport offers a unique point of transit for all in-bound and </li></ul><ul><li>out-bound tourists. Daily traffic at the airport varies between 4,000 </li></ul><ul><li>and 8,000 with an estimated 1.5 Million for the year. </li></ul><ul><li>Banners are strategically placed inside the terminal at both departure and arrival points and ensure effective coverage at a very reasonable price. </li></ul><ul><li>Flight Information Display Screens (FIDS) offer a highly flexible medium with maximum reach as the screens are consulted by all passengers and other visitors to the terminal. </li></ul>
  • 9. MEDIA STRATEGY (Contd.) <ul><li>AIRPORT : </li></ul><ul><li>Trolley package offers a longer term solution for maintaining brand presence. Reach can be increased through additional packages being taken. </li></ul><ul><li>Product Display & Promotion Stands offer a dynamic interface with the target consumer and the possibility of having the entire product range on showcase. </li></ul><ul><li>‘ La Première Valise’ is a high impact but short term measure for a guaranteed first impression at a reasonable cost. </li></ul><ul><li>Performance Advertising is a unique and untapped medium which will not only generate a high talk-about factor but may also attract free media coverage for the brand. </li></ul>
  • 10. MEDIA STRATEGY (Contd.) <ul><li>INTERNET BANNER : </li></ul><ul><li>An excellent way to advertise mauritiuscenter.com to potential visitors searching for country and travel information and the Internet community at large. </li></ul>
  • 11. COST ESTIMATES: Signet
  • 12. COST ESTIMATES: Airport Note: Concept & Design costs for additional items & Media cost for FIDS will be quoted on request.
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