AIGO new campaign for the island of Mauritius

“Mauritius Now. Difficult not to fall in love with it” is the pay off of the new advertising campaign conceived by AIGO Comunicazione for the Island of Mauritius and addressed to couple and honeymoon targets. The campaign was launched on January 23rd, 2006 and is still ongoing in the most important online and offline magazines.

This initiative is part of the marketing plan developed by AIGO for Mauritius Tourism Board and has been carried out in collaboration with: Air Mauritius, hotel chains (Beachcomber Hotels, Naiade Resorts, and One&Only Resorts) and some of the main Italian tour operators programming the destination (among which Best Tours, Cormorano, Hotelplan, Kuoni Gastaldi and Viaggidea).

The campaign creativity is characterized by two young lovers and a couple of fish displayed with a Mauritius beach on the background and is aimed at presenting the Island as the ideal destination for “only for two” travels. “The campaign main objective is to communicate the advantages of tailor-made holidays addressed to couples and honeymooners, two important targets for our customer, and to support sales in the first months of the year”, explained Massimo Tocchetti, AIGO President. “In 2005 Mauritius registered 43,458 Italian arrivals with an increase equal to 5% on year 2004. Even 2006 has begun with extremely positive results”, he concluded.

The campaign is available both in offline magazines (i.e Corriere della Sera, Io Donna and Vanity Fair) and in online main portals (i.e Alice.it, Yahoo.it and Corriere.it) and magazines (Donnamoderna.com, Voguevanity.it and IoSposa.it).

Furthermore “Mauritius Now. Difficult not to fall in love with it” campaign has been generating a huge increase in the number of accesses to Mauritius Tourism Board official website [1]www.mauritus-turismo.com, where a special section in the home page is dedicated to the travel offers related to the operation. The period comprised between January 24th and February 14th registered 50,247 visits (+560% on the same period in 2005) and 313,699 page views (+346%).