The Mauritius Tourism Board has embarked on an unusual and uncharacteristic advertising strategy. The Board has hired two celebrities — Beri and Arora — to promote the place as a great tourist destination. The hunt, meanwhile, is on for a male celebrity to advertise for the place.
According to sources, Mauritius remains a niche travel destination attracting the rich and quality conscious, it had been associated with the sun, sand and the sea for too long. The tourism board wanted to break away from that perception and go beyond.
Interestingly, Mauritius has never been advertised through celebrities earlier. In fact, no Indian tourism board has undertaken such an exercise earlier.
While the campaign featuring Ritu Beri has just broken, and talks of the country's fashion and food association, the second ad featuring Malaika Arora will be released two months later and will talk of the country's night life. The entire campaign will continue till the end of next year.
The campaign is being released only in mainline dailies and travel-trade related print media. The board will tap the electronic media in the middle of next year.
The creatives for the campaign are being handled by ad agency Madison Usgaonkar and Jayal.
The Mauritius Tourism Board is hopeful that the campaign will bring in the results. In the calendar year 2001, the number of Indians visiting Mauritius is expected to average 20,000 which translates into a 10 per cent growth over the previous year, against 22 per cent projected earlier. The Board is expecting a 24 per cent increase in the tourist inflow from India in the calendar year 2002.