A massive promotional campaign was in progress to promote Mauritius tourism on CNN and Eurosport. It lasted from April until July this year on both platforms.
According to MTPA the impact was "more than convincing."
892 TV spots hit an audience of 12,830,000 potential travelers in Europe, Middle East, Africa and Asia.
According to stats analyzed an audience of 12,830,000 viewers saw the spot an average of 3.1 times over the life of the campaign.
Reports provided by the networks state 75% of respondents stressed their perception of Mauritius tourism had improved after seeing the commercial.
Mauritius tourism marketing experts noticed a clear increase in awareness and an improved positive perception of Mauritius as a result and echoed the CNN campaign enhanced Mauritius reputation.
In Asia 1,552,771 people viewed the spot an average 3.8 times. In South Asia 256,915 were reached an average of 4.1 times.
83% of those questioned confirmed the spot had improved their perception of Mauritius and feel now more aware of the island nation.
At the same time the campaign on Eurosport 1 included 160 20-second spots.
170 20-second spots were seen in Germany and 76 20-second spots on Eurosport 1 in France. Combined it was viewed as a huge success.
The overall impact is estimated at 86.5 million Euros. 42.5 million impact was measured for the German speaking markets and France, 43.5 million impact was measured for the Pan-European campaign, not including the German and French speaking viewers.
An additional half a million Euro impact was estimated for Eurosport’s digital platforms.