Mauritius showcases high on digital platforms in South Africa

Mauritius has enjoyed a strong media presence in South Africa since the start of the year courtesy of Meropa Communications, the MTPA public relations agency in that country. In December 2019 and January 2020, a campaign and a competition on the big screen with Nu-Metro cinemas generated more than 52,000 sessions. The Google Display Network has helped a lot with nearly 3 million impressions.

In addition, the Rather be in Mauritius (RBIM) site, developed and managed in South Africa, has been completely revamped to promote the destination more efficiently. It registered 62,963 South African visitors from January to May 25.

With the Covid-19 crisis, the initial message focused on the health safety of the destination, but with the closure of the borders, it was changed to concern, safety, and safe-keeping, using the hashtag #StrongerTogether. A message very well received by the local social media audiences. From now on the campaign in the coming months will focus on emotional support, still with the #StrongerTogether. The branding and wording of the content also ensure that Mauritius remains at the forefront during this period, which should hopefully make it a prime travel destination once the travel bans have been lifted.

Video clips, highlighting the health security of the destination and an Experience Mauritius campaign in the comfort of your home with Mauritius-inspired wallpaper images for download to desktop or cellphone screens were also well received on various social networks including Instagram. As of May 25, campaign ads had reached 731,687 on Facebook.

In April and May, a #MakeYourOwnMauritius campaign offered potential travellers an idea of their next vacation in Mauritius. More than 53,215 clicks were recorded for this campaign, resulting in three all-expenses-paid holidays for two people in Mauritius.