AGENCY

Blue Square Consultants

India

CLIENT

Seychelles Tourism Board

Seychelles

SITUATION

Lack of awareness and understanding of the destination in India.

Lack of solid differentiators and high competition among other island destinations in the Indian Ocean.

Perceived as a very expensive beach destination and suitable only for ‘honeymooners’.

Spikes in India’s arrivals only during honeymoon season

Action

In the first year, targeting main metropolitan cities – Mumbai, Delhi, Bangalore and Chennai.

Worked on building the existing aspirational image of the islands keeping the high-end clientele in mind.

Training for travel agents – modules focusing on ‘Beyond Beaches’ and ‘Island Hopping’ concept.

Supported and groomed Seychelles specialists or "evangelists" across India.

Later moved its focus to Tier 1 and Tier 2 cities where a significant amount of luxury travel originates, travelers rely more on travel agents and have the more luxury of time and money.

Innovative win-win joint promotions such as conducting joint workshops in smaller cities, digital branding and tactical campaigns, co-branded festival gifting and more were introduced.

We initiated small group educational and media trips focusing on sight-seeing, excursions and activities to equip trade to sell and media to hype Seychelles more confidently.

To encourage tourist movements all year-long targeting families, destination weddings, adventure tourism and small MICE movements, innovative content marketing in media and participating in relevant trade events were employed.

Utilized professional relationships to make impactful PR stories happen like Kingfisher Swimsuit calendar and hosting Bollywood superstar Sonakshi Sinha with specific deliverables.

Innovative content marketing in key publications reaching out to the right audience with CondeNast Traveler, ET Travel, HT Brunch and Outlook Traveler.

Results

Despite being a relatively new market for the island destination whose bulk of visitors originate from Europe, India has been witnessing year-on-year growth in the number of visitors coming to Seychelles. Reaching the top 10 in 2016 — India ended 2017 as Seychelles’ 7th leading source market, having sent 13,518 tourists to the island destination.

Recorded massive 400% Indian visitors arrivals post appointment.

Awarded – Conde Nast Traveler ‘Best Emerging Destination 2015’, Outlook Traveler ‘Best International Wedding destination’ 2015 & 2017, Asia Spa ‘Best Spa Destination in Africa’, Lonely Planet ‘must-visit’ destinations in 2016, Robb Report ‘must-visit’ destinations for 2016, Robb Report 100 best resorts in the world and so on.

Successfully been able to drive tourists throughout the year with 2015 being a landmark year showing increase of over 120% in Indian arrivals. Hosted several small MICE groups, family and friends groups for celebrations and two weddings including one of famous media personality and diving enthusiasts.

Also, as an unanticipated bonus, our strategies significantly increased Seychelles’ honeymoon travelers as well!

Seychelles Workshop
Magazine article
Seychelles magazine
Seychelles Celebrity