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The Seychelles Tourism Board (STB) has launched an above-the-line advertising campaign in France aimed at reaching out to potential holidaymakers on the market.
The campaign was rolled-out from mid-January through to the first week of February 2018, and comprised of TV spots and billboards.
A total of 336 spots of 30 seconds were aired on French news television channel La Chaîne Info (LCI). The Seychelles Tourism Board partnered with Air Seychelles for the TV spots campaign. The spots were aired from January 15 to February 4, 2018, at peak times, when the most people are watching the news.
The billboards have been placed in strategic areas in the French capital, Paris and its close suburbs.
Using ‘The Call of the Islands’ tagline [l’appel des iles] the billboards have been designed to showcase sceneries of the Seychelles islands.
With Paris currently experiencing snowy showers, images of the archipelago’s powder-white beaches, clear turquoise waters and lush tropical vegetation is sure to get people thinking about a warm tropical getaway for their next holiday.
The visuals have been designed and installed by JCDecaux – a French company specializing in worldwide outdoor advertising.
A total of 180 advert displays, including 4 totally Seychelles branded ones, were placed on bus shelters in Paris, to maximize the exposure in the capital, while outdoor billboards were also placed in key locations of the Paris suburbs.
A 48m² billboard was also placed in front of Galeries Lafayette Paris Haussmann, located on 40 Boulevard Haussmann street in Paris, which records 500, 000 passer-by on a daily basis. Galeries Lafayette is a leading upmarket department store chain in France and in Europe.
55 digital billboards comprising of 10 seconds revolving spots was also placed in the La Défense area – a business district with some 3,600 companies employing some 180 000 employees. The area is also visited by 6 million tourists annually.
The Seychelles Tourism Board Director for Europe, Bernadette Willemin, said: “The communication plan was aimed at being present in the heart of the capital and the nearby suburbs, which are affluent areas with great potential for our destination.”
“The outdoor campaign will go a long way in making Seychelles more visible on the French market and reach even more potential holidaymakers that may not necessarily have the chance to visit trade fairs and workshops conducted on the market” Mrs Willemin added.
France has long been a leading tourism market for Seychelles.
After ending the year 2017 with a 6 percent decrease in visitor arrivals, France is showing some positive signs at the start of the year 2018. Figures from the National Bureau of Statistics show that France, which is currently the second leading market for Seychelles after Germany, has sent 3,003 visitors to the island nation up to February 4, 2018, which is 8 percent above the 2017 figures.