The Seychelles Tourism Board has appointed The Union to develop a brand identity and marketing plan worth more than &£1m for Seychelles tourism.
The Seychelles rely on tourism – which contributes more than 40% of its gross domestic product – as one of its main industries. Five years ago it worked with TBWA/Tequila in South Africa to develop its current brand identity and the “as pure as it gets” ad campaign, using distinctive black-and-white photography as its hallmark.
The Edinburgh and Leeds-based agency The Union will work with an in-house marketing team and the local tourism trade to develop a new approach.
The Seychelles, already a strong brand thanks to its status as a holiday destination for celebrities such as Brad Pitt, Jennifer Aniston, Paul McCartney and Pierce Brosnan, spends the majority of its seven-figure marketing budget on trade communications, PR, direct and online marketing.
The islands have also seen considerable investment in new hotels, accommodation and infrastructure in recent years.
The Union, which will complete the work by November, numbers among its clients brands such as Baxters Food Group, Makro, Daily Mail and Scottish & Newcastle.