MAURITIUSCENTER.

COM
CAMPAIGN STRATEGY

12/10/2000 Presented By:

CONTENTS

Campaign Objectives

Strategic Plan

Media Strategy

Cost Estimates
CAMPAIGN OBJECTIVES
• To raise awareness on the possibility of shopping for
Mauritian tourist products on the Internet.

• To introduce mauritiuscenter.com as the ultimate

website for buying Mauritian tourist products.

• To encourage tourists to visit and shop on the site.

STRATEGIC PLAN
• Signet with detachable card:
- Inserted in Tourist Magazines.
- Distributed in Brochure Dispenser at Airport.
- Distributed via Affiliated Shop Outlets.
- Distributed via Travel Agents & Tour Operators.
- Distributed via Taxis & Cellular Phone Rental Agents.
STRATEGIC PLAN
• Airport :
- Banners
- Flight Information Display Screen (FIDS)
- Trolley Advertising
- Product Display & Promotion Stand
- ‘La Première Valise’
- Performance Advertising
RECOMMENDATIONS
• Internet Banner :
- A direct link on the Servihoo and/or Air Mauritius homepage
to mauritiuscenter.com.
MEDIA STRATEGY
SIGNET WITH DETACHABLE CARD :
• 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.
• Various magazine options are available with varying cost and
distribution profiles (see attached media schedule proposal).
• Distribution through Affiliated Shop Outlets offers added value at
no further cost and raises awareness of the outlets.
• Travel Agents, Tour Operators, Cellular Phone Rental Agents, &
Taxis offer excellent interface with tourists which is exploitable.
MEDIA STRATEGY (Contd.)
AIRPORT :
The airport offers a unique point of transit for all in-bound and
out-bound tourists. Daily traffic at the airport varies between 4,000
and 8,000 with an estimated 1.5 Million for the year.
• Banners are strategically placed inside the terminal at both
departure and arrival points and ensure effective coverage at a
very reasonable price.
• 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.
MEDIA STRATEGY (Contd.)
AIRPORT :
• Trolley package offers a longer term solution for maintaining
brand presence. Reach can be increased through additional
packages being taken.
• Product Display & Promotion Stands offer a dynamic interface
with the target consumer and the possibility of having the entire
product range on showcase.
• ‘La Première Valise’ is a high impact but short term measure for
a guaranteed first impression at a reasonable cost.
• 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.
MEDIA STRATEGY (Contd.)
INTERNET BANNER :
• An excellent way to advertise mauritiuscenter.com to potential
visitors searching for country and travel information and the
Internet community at large.
COST ESTIMATES: Signet
DETAILS COST
Concept & Design 14,250.00
Photos & Rights 10,000.00
Print Production 100,000.00
Media - Magazines 100,000.00
Media - Airport 25,000.00
TOTAL 249,250.00
COST ESTIMATES: Airport
DETAILS COST
Media - Banners 60,000.00
Media - Trolley 40,000.00
Media – Stand 60,000.00
Media – 1ère Valise 10,000.00
Media - Performance 10,000.00
TOTAL 180,000.00

Note: Concept & Design costs for additional items &

Media cost for FIDS will be quoted on request.