Branding Mauritius

Branding Mauritius

The strategy of new branding of Mauritius was entrusted to the British agency Acanchi. According to the interview of Béatrice HOPE of Circus agency, there has been an exercise in tender to create the identity of the logo. The tender has been launched locally and internationally. In Mauritius, four agencies have offered their respective ideas. Circus won the contract. In the proposal for the 'M' of Mauritius, it was inspired by a mountain, the mountain lion. Then, the «Steering Committee»of Acanchi proposed to replace the Lion Mountain by Pieter Both, which is more iconic and more powerful as a symbol than the first choice of Lion Mountain, whose outline was too soft. “We wanted to make the logo a signature, something very personal from the heart of the brand, which is the personal touch of Mauritius. We wanted that the name of the island to become the logo of the branding.” The «Steering Committee» of Acanchi has also decided about the slogan of “Mauritius, c’est un plaisir”. Like any new identity slogan or logo it will take time to be assimilated. For this, it must be accompanied by a communication campaign to keep it alive. “I think the essence of the brand or the powerful idea of Mauritius is the value and quality of our people, its human warmth.” There are many countries that have beautiful beaches and landscapes. But what makes the particularity of Mauritius is that people live in harmony and they share the culture of each other. That is the strong point that emerges from the strategy, which Acanchi was responsible of.
Mr. Duval declared that the total cost of the project amounted to Rs 39.9 million, while the highest bid was of Rs 78.6 M. The Minister supported that “elaborating a country branded strategy is an expensive exercise, best left to specialists”, while citing several countries as examples. Australia has budgeted 20 million dollars for such project, India U.S. $ 69 million for this year and Canada 32 million dollars only for its "seal of...

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