LUX Island Resorts

BACKGROUND

LUX Island Resorts owns and manages 5 luxury properties in Mauritius, La Reunion and the Maldives. MEDIASMITH was sourced via a word-of-mouth recommendation to help amplify their re-brand and name change from Naida Resorts to LUX Island Resorts in May 2012. Subsequently we have managed two further global annual campaigns.

BRIEF

To amplify the re-brand of LUX Island Resorts to existing and potential travellers, the travel trade and tour operators by aligning with signature publications in major hubs in Europe, Asia and the Middle East across a 12-month period, with peak activity in October and March, targeting AB males/females aged 27-49.

THE OBJECTIVES

  • The business-to-consumer objective to build the brand with subsequent bookings.
  • The business-to-business objective was to support sales distribution with large retailers and operators.
  • Create maximum visual presence for the brand with modest budget.
  • Create PR for the client and arrange for prominent editors to visit Mauritius.

SOLUTIONS

  • Designed a comprehensive media strategy identifying key target groups globally and how they could be reached.
  • Developed media plan utilising high-end prestigious travel titles, in-flight publications and online activity.
  • Flew to London, Paris and Dubai to meet publishers and reps.
  • Acquired media based on a ‘best-case’ scenario utilising ‘value buying’ techniques in order to achieve projected media value of at least $US1.6m.
  • Secured prime positions for DPS’s in leading titles to enhance brand and narrative engagement.
  • Hands-on approach working across numerous time-zones crucial in achieving desired media and successful execution.

THE CONSTRAINTS

  • Working remotely with client in Mauritius and suppliers globally.
  • Securing required discounts with unknown reps in unknown territories.
  • Working across various languages, time-zones and currencies including $US, Sterling, Euro, ZAR and MUR Rupees.
  • Limited capacity and understanding of localised creative agency in Mauritius to handle high quantities of artwork requests.

THE OUTCOME (HOW EXPECTATIONS WERE SURPASSED)

  • Implemented substantial print campaign through ‘value buying’ in global publications.
  • Achieved prominent positions in all titles (80 ads in 20 publications in 11 countries).
  • Achieved $2million in value from $US823,000 budget (33% more value than expected).
  • Averaged 59% discount from published rates (15% more than expected).
  • Cumulative (unduplicated) audience numbers of 22 million AB’s.
  • Arranged 14 editorial engagements as added value.
  • Awarded an additional budget of US $800,000 for 2012/13 activity and US $1 million for 2014/15 campaign.