Please scroll down to read the project details.
The Brief
To define and develop a brand position for the Domaine de Bel Ombre, a vast sugar plantation in the undeveloped south west of Mauritius, and to examine how this may be applied in a workable and usable framework by a cross-section of influential and often competing stakeholders and partners.
The Solution
The project commenced with a series of workshops with key stakeholders, from which a report was compiled, including a SWOT analysis, forming the basis for the subsequent research programme. Additional research was essential to enable us to review the very relevant opinions from independent third parties, as follows:
1. Visitors’ Survey
An online survey (mainly quantitative) was conducted among visitors to Mauritius about their perceptions and activities on the island. For this we used a 23,000 strong database of clients of a leading Mauritian travel company. Although the survey was undertaken at very short notice, the incentive of a free holiday encouraged over 1,800 people to respond, providing a comprehensive and relevant sample from which to draw conclusions. The data was then analysed to compare frequent visitors to the island with less frequent visitors.
2. Stakeholders Survey
A qualitative survey was conducted among stakeholders and Destination Management Companies (DMCs) to collect data on their highly informed perceptions of Mauritius, and specifically Domaine de Bel Ombre in relation to other parts of the island. 29 completed responses were received (33%), again providing a statistically relevant sample size for this study. The data was then analysed only for the DMCs to see if their opinions differed significantly from stakeholders.
Analysis of the responses provided invaluable insight into the key perceptions and issues.
Brand Positioning
From the thousands of responses analysed and the conclusions drawn, we were then required to distil this down into simple and clear Brand Positioning Statement that encapsulates the essence of what Domaine de Bel Ombre represents, based upon the key messages emanating from the research.
‘Experiences’
Underpinning this was the need to define what were the actual ‘experiences’ to be enjoyed by visitors to the Domaine. These were analysed and collated into 6 logical categories, each of which incorporated several sub-categories. This clearly demonstrated that the offer within Domaine de Bel Ombre had the potential to be substantial and wide ranging, with something for everyone to enjoy. The next stage involved identifying the range of potential experiences within each category, assessing the practicalities of delivering these and then prioritising them.
Visual Identity
A major challenge was to ensure that any proposed visual identity would not ‘compete’ with any of the partners’ own corporate logos and established visual identities as adding another logo could present problems.
The project team came up with the innovative concept of the logo appearing as a “stamp”, similar in design to the brand that might appear on a sack of raw sugar. It was proposed that this stamp would appear in a more subtle format than other logos, i.e. in the background as a watermark or embossed into the paper, which would help to avoid confusion through competing logos. This proposal was well received by all partners and is currently being refined and approved, but some preliminary examples are shown above.
It is intended this logo can be awarded to other partners and organisations within the DdBO that may be invited to join the consortium and which subscribe to the values laid down by CSBO – it should be used as a mark of quality.
Implementation & Management
Finally, to progress and facilitate the development programme, an operational framework needed to be agreed upon by the partners, covering:
- Detail of the operating structure.
- Action plan and timetable for rollout of branding and creation of collateral.
- Appointment of key staff and a Marketing & Promotion Coordinator (‘Ambassador’).
- Budget.