MAURITIUSCENTER.COM

Presented By:12/10/2000

CAMPAIGN STRATEGYCAMPAIGN STRATEGY

Campaign Objectives

Strategic Plan

Media Strategy

Cost Estimates

CONTENTSCONTENTS

CAMPAIGN OBJECTIVESCAMPAIGN 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 PLANSTRATEGIC 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 PLANSTRATEGIC PLAN

• Airport :

- Banners

- Flight Information Display Screen (FIDS)

- Trolley Advertising

- Product Display & Promotion Stand

- ‘La Première Valise’

- Performance Advertising

RECOMMENDATIONSRECOMMENDATIONS

• Internet Banner :

- A direct link on the Servihoo and/or Air Mauritius homepage

to mauritiuscenter.com.

MEDIA STRATEGYMEDIA 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.)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.)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.)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: SignetCOST 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: AirportCOST ESTIMATES: AirportDETAILS 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.