Situation

TWP is the first travel trade servicing representative of the Mauritian national tourist office in the Australian market.
The challenge was to put Mauritius on the consumer’s shopping list for a cultural and exotic destination. Promoting the Indian Ocean as a jewel beach destination, instead of the traditional Pacific Ocean, proved a complex brief.  Mauritius offers sophistication and elegance at excellent value as a resort-oriented destination that Australians are largely unfamiliar with in the domestic market. Key targets by purpose of travel include: Honeymoon, Family, Golf, Spa & Wellness, Water Sports and stop over visitors en-route to/from Africa or Europe using Air Mauritius extensive onward network.

Solution

TWP worked to develop the Mauritian brand and image through the development of consumer advertising, press releases and media relations, profiling at major consumer and trade shows and the development of digital campaigns. In addition, TWP worked closely with national carrier Air Mauritius and key trade partners to Mauritius to create a strategic marketing plan for Australia. 

Results

As a result of successful collaboration, TWP and MTPA produced their first marketing plan for Mauritius in Australia. Australian arrivals in Mauritius have increased by 60% in the last four years, with Australia now the ninth biggest market for Mauritius. Furthermore, the first two months of 2008 saw a 28.7% increase compared to 2007 of Australian arrivals to Mauritius. TWP and MTPA aim to make it one of the top five source markets by 2010.