MAURITIUS LIFESTYLE & PR CAMPAIGN
To raise awareness of Mauritius in the UK and increase the competitive advantage against other tropical island destinations
The Hills Balfour team arranged for Mauritius to be the destination partner for London Fashion Week, generating a luxury brand affinity with an aspirational brand partner. The PR campaign used the power of celebrity to increase brand visibility – supermodel Erin O’Connor, fashion designers PPQ, TV personality John Craven and actress Stephanie Beacham all travelled to Mauritius to produce editorial features. In addition, Hills Balfour worked with model Jodie Kidd with a view to establishing polo in Mauritius to leverage the sport for further brand positioning. This strategy included hosting media at Royal Ascot and the Cartier International Polo.
Hills Balfour organised over 80 press trips, created three dedicated supplements and secured 960 articles with a total circulation of 402,977,504. The total advertising value equivalent (AVE) for the year was £9,512,239.