The campaign is a joint effort between the Seychelles Tourism Board’s (STB) representation in Germany and the famous chocolate maker, in which a competition will be run for purchasers of the chocolate to win one of three trips to Seychelles for two persons sponsored by German tour operator Dertour, or one of 1,500 Seychelles DVDs. The total campaign is estimated to be worth some 1 million Euros.
“This new campaign is an example of how establishing contacts and building relationships can translate into wide-reaching advertising campaigns at little cost,” says STB destination marketing manager for Germany, Nathalie Savy. “We’ll be able to reach the general consumer whilst they are doing their daily grocery shopping".
The campaign will run starting this month until March 2007, with some 10,000 in-store Lindt displays featuring Seychelles to be positioned in 9,500 supermarkets all over Germany. Additionally, 1.2 million postcards have been printed for the prize draw for distribution in the supermarkets and some 350 Bertelsmann-Club Stores all over Germany.
"The campaign is a fantastic opportunity for us to increase the awareness for Seychelles in Germany and to reach a huge number of consumers,” said Karin Fröhlich, STB’s regional manager for Germany, Austria and Switzerland. “We are proud to cooperate with the traditional and high-quality brand Lindt for this promotion."