STB adverts on CNN draw global interest |14 January 2008
The positive reactions are not coming only from individuals, but travel magazines and destination website operators who are directing their partners to appertaining sites including a parallel one that is being run by CNN.
Placed by the Seychelles Tourism Board (STB), the series of advertisements can be viewed on the site www.anotherworld.travel, which keen STB staff called Nation on Saturday to say had just come live.
The adverts, which are worth US $200,000 are not costing Seychelles anything in cash since they are being paid for on a 100% barter with the news network, which has been given 24 holiday packages which CNN may make use of or sell to its partners.
The 15 high-quality television commercials, each of which is lasting 30 seconds, depict the diversity of Seychelles and will be aired a total of 247 times over a three-month period starting from January 7, 2008, Blaisila Hoffman, who is responsible for marketing at STB said in an interview on Friday.
She said that to come up with the packages, STB has worked with sponsors like Air Seychelles, Hilton-Northolme Hotel, Denis Island and Banyan Tree resorts, the Lemuria Hotel and Air France among other partners, who do not feature on the commercials, but are shown on main sites which offer links to their main websites.
Ms Hoffman said that as opposed to other adverts that tend to be loaded with a lot of information, the CNN adverts which centre on single experiences are more to do with emotion, “to produce that ‘wow’ effect and make a potential traveller ‘feel’ what they will experience when they come here”.
STB said it has capitalised on the success of the re-branding of Seychelles: “The Seychelles Islands…another world,” for the exciting initiative.
“It allows Seychelles, with its limited budget, to reach the consumer in a way it has never been able to do before, and to bring the many attributes of the islands: its stunning natural beauty, extraordinary flora and fauna, vibrant culture and unique island lifestyle to a worldwide audience,” the board said.
Filmed in 35 mm format, each of these quality adverts has been crafted to convey a particular message to amplify the core values of the new brand and designed to entice potential visitors to come and savour the Seychelles holiday experience for themselves.
Ms Hoffman said that as expected, the adverts are already generating considerable interest “as the Seychelles Islands hit the world stage in a big way.”
On its part, CNN says in an article on its site that the initiative is a big boost for this country’s tourism.
“CNN is delivering its first pan-European advertising campaign to an international audience, promoting the group of islands as a leading holiday destination. The television and online campaign is taking the audience on a voyage of discovery around the Republic of Seychelles, reaching over 150 million households and hotel rooms worldwide on CNN’s EMEA feed and on CNN.com,” the cable network’s article says.
Rani R. Raad, Senior Vice President of CNN International Advertising Sales, Continental and Eastern Europe, Middle East & Africa said of the campaign: “CNN remains the industry leader for global tourism advertising and we are delighted that the Seychelles Tourism Board has chosen our network to launch this new campaign. Our audience of elite international viewers and frequent travellers is a perfect fit to raise awareness of the wealth of holiday opportunities in Seychelles.”
STB’s chief executive officer, Maurice Loustau-Lalanne, is quoted as saying:
“We are proud to be working with CNN to bring the diverse wonders and attributes of our islands, their vibrant culture and exceptional natural beauty to the attention of the world. Their innate natural beauty, soulful authenticity and broad diversity qualify the Seychelles Islands as a world apart... and another world entirely."