REUNION ISLAND DESTINATION

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REUNION ISLAND DESTINATION

Area: 2512 km2

Inhabitants: 839 500

Density: 334 inhabitants /km2 French Overseas Department Languages: French, Creole Main city: Saint-Denis

• A stable and modern European Union Outermost Region

• Preserved habitats • A crossroad of cultures

• 40% of the territory classified as Unesco World Heritage

• Maloya, international recognition as Intangible Cultural Heritage

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#GoToReunion

Market

• South Africa – B to C / B to B

Overview

• No visa required for South African travelers

Strategy

• Digital marketing

& social media management plan

Partners • Destinate • I ambassador • Atout France • Air Austral Campaign Plan

•Plan & Content development with message & themes

•Digital marketing including social media platforms

•Blog site Development

•Blogger campaign & trip to Reunion Island

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#GoToReunion

Digital marketing & social media

management plan

Vision

• To position Reunion Island as a preferred island destination for South African travelers.

Objectives

• To increase the awareness of Reunion

Island as an island destination within the South African market

• To increase the number of visitors from South Africa to the island

• To have a positive impact on the perception of Reunion Island as a destination

•To build Reunion Island’s online community in South Africa

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#GoToReunion

Campaign message

“Reunion Island, so much more…”

Campaign message and themes

5 themes

Family

Romance

Adventure & sport

Food & culture

Nature & wellness

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#GoToReunion

Communications Plan (April – July 2014)

• Compile Reunion Island campaign media & influencer list 25-27 April • Review existing press packs/press releases 25 – 30 April • Compile campaign message & themed talking points 25 – 30 April • WTM Africa

Communications & PR Support including follow ups 29April – 9 May • Social Media campaign kicks off & runs for duration of campaign 30 April – 31 July • Indaba 2014

Communications & PR Support including follow ups 30 April – 20 May • Post WTM, Indaba Reunion Island Campaign follow up 15 - 31 May • Focus on Romance & Family themes

Press releases / Blogposts / Ongoing social media engagement

June • Focus on Adventure, Wellness & Nature, Food & Culture themes

Press releases / Blogposts / Ongoing social media engagement

July • Hosted blogger & on-line influencer trip to Reunion Island with

communications, PR & digital support

June – July B to B

B to C

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#GoToReunion

Social media channels (April – July 2014)

Partner : Destinate, Air Austral, Atout France Digital marketing & communications

support including managing and assisting to grow Reunion Island’s on-line community of influencers

• Facebook : 2 x scheduled content daily in line with message & selected themes

Images, links, video content, status updates • Twitter: 3 x scheduled content daily. Daily monitoring and responding to

mentions. Monitoring the homepage and engaging where relevant.

• Blog site: 1x blogpost per week for Reunion Island (subject to blogsite

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#GoToReunion

Reunion Island Blog Development

Partners :

Destinate, Air Austral, Atout France Blog platform for Reunion Island - blog.welcometoreunionisland.com Simple, very interactive and

dynamic

•Functions as an on-line storyboard for Reunion Island

•Constant content creation, consumer engagement and a great source of traffic to Reunion Island’s website.

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#GoToReunion

Reunion Island Blogger Campaign (26 June – 3 July)

Partners :

Destinate - I ambassador, Atout France, Air Austral Short-term campaign - a blogger trip with top South African online influencers

3 phases : pre-campaign, visit or in-destination and post-campaign

• Include top online media

• Develop PR campaign around the trip including campaign impact assessment • Provide support & coordination of the trip • Digital communications support

throughout build-up, during & post the trip

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#GoToReunion movie

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Online influencers invited to discover why Reunion Island is so much more… •3 top international bloggers

•1 international videographer •2 top South African bloggers •2 online South African travel publications

•1 photographer & host •7 days in Reunion

Global reach with great awareness •26 June – 26 September (3 months) •Measured independently by BrandsEye •R8 422 500 online PR value

•36,9 million OTS (opportunities to see) •To date 1, 316 photos posted to

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#GoToReunion

Public Relations (April – May)

Partner : Destinate, Atout France, Air Austral.

PR & Communications support for WTM Africa in Cape Town & Indaba in

Durban

• 2-3 press releases and

accompanying fact sheets around themes per month

• One press release addressed to trade per month

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•Trade: where we will be messaging Reunion offering, introducing

characters and unpacking practical info/tackling misperception/building awareness and knowledge on

destination

•Leisure: raising awareness and attracting story interest

•South African media - local and national (big focus on Johannesburg for local)

•Supported by digital communications on all Reunion Island Tourism social media platforms

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#GoToReunion

Performance

#GoToReunion hashtag advert value equivalent of $650 480.

30 699 820 online impressions created Conversation peak :

25 June and 5 July, 7 and 11 July , 1 and 4 August. Attributed respectively to:

The bloggers being in destination, The phased release of blog posts by the #gotoreunion bloggers.

There have been 12 128 039 timeline deliveries 595 different content contributors

A reach of 1 431 211 individual social media users. Follower demographics are as follows:

50% of followers are from France, 11% South Africa (big growth of more than 80% in last two months), 9% Reunion Island, 7% Canada and 4% Brazil.

REUNION ISLAND DESTINATION