Resort PR | Magic Mauritius Heritage Resorts
Dreamy Mauritius spoils tourists for choice with luxury accommodation, so the challenge of Resort PR with Heritage Resorts Mauritius’ two hotels and villa resort was to differentiate the new development from well established competitors.
Since early 2010, P1 Communications has been delivering a campaign that focuses on the bigger picture- the Domaine de Bel Ombre, a 2500 hectare estate on which the client is situated.
Featuring luxurious resort accommodation at five star Heritage Le Telfair, neighbouring Heritage Awali and the privately elegant Heritage the Villas, the Domaine’s strongest selling point is the diversity of activities on offer including 11 restaurants, two spas, kids clubs, a nature reserve, golf club and the new C Beach Club.
Throughout the ongoing campaign to promote the Domaine de Bel Ombre as not only authentic but a new destination within the destination of Mauritius, P1 Communications has worked closely with the Mauritius Promotion Tourism Authority (MTPA) and has used celebrity endorsements with TV presenters, singers and actresses such as Denise Van Outen.
Hosting several press trips and pitching proactive feature ideas to relevant media led to enormous results throughout the UK press, with Heritage Resorts being featured in leading titles including Condé Nast Traveller, Golf Monthly, Sunday Express, Condé Nast Brides, Mail On Sunday, The Telegraph, Spa Secrets, House & Garden and Zest.
Success is evident through the diversity of editorial coverage pieces achieved, reaching over 130 items within a 20 month period, a number which represents an advertising value of more than £350,000.
This widespread exposure has directly resulted in an increase in enquiries and bookings at Heritage Resorts, as well as improved online searches for the company.
Other notable branding efforts include a consumer competition featuring Heritage Le Telfair on UK television show ‘The Bachelor’, a free sponsorship deal which resulted in exposure valued at over £100,000 and a large increase in web traffic to the client’s website.
Constantly identifying new ways of promoting the client, P1 Communications has also employed tactics such as brand affiliations with private members’ clubs and media barter arrangements to gain editorial opportunities.
Focusing on the uniqueness of the Domaine and abundance of experiences on offer at Heritage Resorts has been the key to this campaign’s ongoing success.
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