Seychelles goes for ‘unique selling points’ to market itself |24 October 2009

This new picture campaign comes at a time when the country is mounting promotional tours in both its main and emerging markets, either to strengthen the image of Seychelles or to relaunch the destination altogether.

From neighbouring Reunion to the traditional markets in Europe, Seychelles is certainly leaving no potential market untapped as it works tirelessly to reverse the downward trend of visitors, a phenomenon affecting all holiday destinations in the world as a result of the world recession.

A close look at the statistics shows Seychelles is not doing badly, having moved from an 18% fall is visitor arrivals at the beginning of 2009 to a current 4% drop compared with the same period in 2008.

Now, more people in the world are waking up to see beautiful scenes of Seychelles on their television screens or in their daily paper.

Emerging markets like Reunion, Kenya and the Far East, as well as Singapore, have recently been pegged by Seychelles. They may be small but they have the potential to produce more visitors to our islands.

France is the first market to witness the impact of the new posters on its visitors, following their launch at the Top Resa trade fair at the end of last month.

Government and private sector partnership

The private sector was, at the beginning of the year, handed a leading role in developing Seychelles’ tourism with a greater presence on the new management board of the STB.

This initiative has brought about a revised marketing plan that is more in line with private-sector perspectives as well as a new marketing staff structure, all aimed at consolidating and enhancing Seychelles’ market position.

In March this year, at the ITB trade fair in Berlin, Vice-President Joseph Belmont launched the ‘Affordable Seychelles’ campaign. The STB then launched the same message in sequence in Paris, Rome, Moscow, South Africa, Reunion and Kenya. 

The message is simple, and the reality on the ground is very different to what many had perceived.

For a long time, Seychelles has been synonymous with a rich man’s playground – a place where extremely well-heeled travelers languish on sleek yachts and on the sun decks of five-star hotels, or on the beaches of exclusive island hideaways. A vacation in Seychelles was beyond the reach of all except a very few fortunate individuals.

Yes, you can enjoy true exclusivity and great luxury at a price but, increasingly, Seychelles is catering to the middle and lower price ranges with a wonderfully diverse range of picturesque small hotels, Creole guesthouses with local charm and self-catering where you can lead life entirely at your own pace.

One holiday in two destinations

The new government and private sector partnership in the trade has brought back the confidence needed to tell the world that Seychelles remains a serious tourism destination, and recently in Paris our delegation again rallied in their drive to reposition Seychelles as a destination that is not only affordable but also accessible for all pockets and for all budgets.  

The world recession has defined new rules for long-haul travel, and holidaymakers are more conscious of the words “value for money”.

This has pushed the industry’s association – the Seychelles Hospitality and Tourism Association – to be more aware of rates being pitched by its members and it has also supported the tourism board’s move to work with our neighbours to promote twin-centre possibilities.

Reunion is already on board. Efforts have been launched to push a Reunion-Seychelles package from France Metropol with Air Austral where a stop in Reunion would be possible with a ticket to Seychelles. The same was launched for a Kenya-Seychelles package enabling visitors to book a Kenya safari and a Seychelles beach holiday as one holiday in two destinations.

Sell our beaches

Seychelles’ new picture campaign promotes the spectacular white sandy beaches, untouched bays and coves, clear turquoise blue seas and unique granite boulders. These are new scenes which have been waiting for photographers to zoom their cameras up close.
A double “wow” effect is what they are worth and they certainly make one dream.

The new beach posters complement and are marketed in parallel to the existing batch launched at the onset of the new brand (The Seychelles Islands … Another World), which portray the diversity of the Seychelles islands. Now, from beach to land components, Seychelles is marketed in full.

Seychelles is known to have some of the best beaches in the world. Our competitors, with beaches that are not as beautiful as those that grace our coastlines, were all pushing their beaches as the best in the world.

Now, Seychelles’ new set of panoramic posters will turn heads and show the world what true paradise on earth means.