Mauritius Now
Context
In 2020, the tourism in Mauritius experienced the two major crises in its history with the closure of borders due to the COVID 19 pandemic and the environmental crisis resulting from the grounding of the MV Wakashio off the south-eastern coast in July 2020.
The MTPA is launching a #MauritiusNOW multi-market campaign with a dedicated website.
Goals
Inform: provide clear and factual information on the environmental and health situation
Reassure: restore the attractiveness of the destination and restore confidence to the general public and our key targets (COVID-free, more pollution after the sinking, local initiatives)
Inspire: promote Mauritius as the best nature and seaside destination, seduce and attract potential travelers and repeaters to Mauritius, maximize the visibility of the destination to prepare for the recovery.
Promotional Material
Live and interactive content:
Exclusive content to showcase the unspoiled beauty of the island and allow people to immerse themselves in the landscapes of the destination. Livecams, drone videos and 360 videos to give confidence with images of unspoiled Mauritius.
A dedicated website #MauritiusNow:
The mauritiusnow.com/fr site brings together the exclusive content created for the campaign. The information and material illustrate the different phases of the rehabilitation campaign. The site is tailored to the specifics of each market and designed to ensure the perfect structure for dissemination on social media
A web series with portraits of locals:
Local people are at the heart of the countryside with a mini-series of video reports featuring people from Mauritius to show their daily life and activities. The miniseries reflects the diversity of the country through authentic, fun and moving testimonials.
Activities
Definition of a digital communication plan in three complementary phases to amplify our actions with incremental coverage of the campaign and diversification of channels and messages disseminated.
Activation of a media plan on Facebook and Instagram with the most efficient formats for our objective (Instant Experience, stories, in-feed videos, posts) to create traffic to the #MauritiusNOW site
Launch of a video campaign on YouTube and Facebook to promote the portrait webseries to our target audiences
Definition of a complete editorial schedule to organically relay the key messages of the campaign on the various platforms of the Mauritius Tourist Office on Facebook, Twitter, Instagram
Creation of exclusive content in accordance with the editorial charter of the #MauritiusNOW campaign
Daily monitoring of campaign results to optimize the budget and favor the most efficient formats
Results
+ 26 000 clicks on website
+ 550 000 video views
+ 3M people reached
+ 7M impressions
