The Seychelles Tourism Board (STB) office in South Africa is gearing up for the busiest booking season of the year with an aggressive visibility campaign.
The campaign has spread across the country, as thousands of South Africans rush to book their end-of-year holiday.
With spring on their doorsteps, potential travellers have been looking for the best holiday deals and have either started booking or are planning to book soon.
The STB Director for South Africa, Lena Hoareau and her team has witnessed a surge in interest for the destination. This incited the team to implement a massive consumer campaign to ensure that it reaches the broader population segment as part of their plans for the last quarter of the year.
Speaking about the ongoing visibility campaign, the STB Director for South Africa said it was an exciting time for Seychelles on the South African market.
“August was an exciting month for us and we will continue to push this momentum through to December, as we aim to get more people to consider Seychelles for their holidays,” she said.
The STB office in South Africa dubbed August as the ‘Seychelles Month’ with the start of its radio and billboard campaign initiatives.
The campaign calendar of events included a radio and billboard campaign as well as several cross-branding initiatives in conjunction with its main tour operator partners, across various media platforms.
The initiatives are aimed at providing more visibility and awareness about Seychelles and ensuring it is amongst the Top 5 destinations currently being researched by the South African market.
The radio campaign saw the collaboration of the STB South African team with the national airline – Air Seychelles – and Constance Hotels, to offer over 30 advert spots on the radio, and at prime time during the day.
The interactive radio campaign went live on Monday August 20, 2018 on HOT 91.9FM, an award-winning radio station in Johannesburg North and surrounding areas.
Running parallel to the radio advertising is an online quiz, which is being hosted on a weekly basis, providing listeners with the opportunity to participate in a competition to win an exciting holiday with accommodation in Seychelles.
Representatives from the Seychelles Tourism Board Office, Air Seychelles and Constance Hotels are also giving live interviews every Friday over the month-long campaign, to talk about the destination and entice more people to consider Seychelles for their next holiday.
Meanwhile, drivers and commuters have also been having their share of Seychelles whilst on the roads. Giant Seychelles billboards are currently adorning some of the busiest streets in Johannesburg, as a respite from the cold weather.
The billboard campaign kicked off last month for a period of six weeks, with each billboard promoting a particular niche, with hashtags #FeelSeychelles #SeeSeychelles #LoveSeychelles.
This is in line with an awareness campaign which the STB office in South Africa started earlier in 2018, to promote the different aspects of Seychelles, in each of its marketing activities throughout the year.
The Tour Operator partner on this project is Seyunique, which is a dedicated Seychelles seller and has several special packages running especially for the campaign.
The billboards are located in very busy and prime locations in the city – Ben Schoeman Highway facing incoming traffic to Johannesburg, LHS Corlette Road facing traffic from the upmarket areas such as Sandton, Sandhurst, Rosebank, Illovo, Fairway and the M1 Highway as well as at Morningside facing traffic coming from Sandton.
The visibility campaign also included the participation of the STB office in South Africa alongside its partner Air Seychelles, at the Holiday Expo.
The two-day exhibition comprised of a plethora of destinations selling exclusive holiday deals and unbeatable packages for the coming holiday season.
The Seychelles stand had an enormous success with several specials offered by its partnering Tour Operators as well as from Air Seychelles.
Mrs Hoareau further mentioned her satisfaction to have Air Seychelles as a major partner in their visibility campaign and about the national carrier’s initiative to have additional flights for the festive season.
“December will bring about more opportunities for travel to Seychelles especially with the additional flights by Air Seychelles. We expect December-January to be good months for the destination. Seychelles remains a destination of choice and of great appeal for the South African market. The radio campaign features during peak hours in the morning, which means people are listening from their cars on the way to work, at homes or workplaces. We believe this will create a lot of buzz and initiate new interest in the destination, especially since there’s a free holiday up for grabs,” said Mrs Hoareau.
Charles Johnson, Chief Commercial Officer of Air Seychelles has also said: “We are delighted to join the Seychelles Tourism Board and to be part of the exciting “Seychelles Month” campaign.
“South Africa is an important source of inbound tourism for Seychelles. We recently added a sixth weekly flight between Seychelles and Johannesburg on Tuesdays and added over 10 additional flights during the upcoming year-end holidays to meet peak demand.”