With the aim to improve the positioning and visibility of the destination Madagascar on the map of tourist destinations in the world, to bring together tourism stakeholders under a single banner and to establish a brand that can be declined in di-fferent regions of Madagascar, the Ministry of Tourism (MinTour), Madagascar Tourist Office National (ONTM) with the financial support of PIC (Integrated Growth Poles) chose to design and implement a new branding for the destination Madagascar.
« Madagascar, Treasure Island » will be the new branding will be used to improve the positioning and visibility of the destination of the Big Island internationally.
After "Madagascar, larger than life "in 2006 then, "Madagascar naturally" 2008, or "authentic island Madagascar, a world apart "from 2012, Madagascar National Tourist Office, stimulus really the sector through a new slogan.
So, counting from this day, the new branding "Madagascar, Treasure Island "accompanies the new strategy, used to attract tourists and to stand out in the highly competitive international tourism market. The official presentation of the new brand was held yesterday, Café de la Gare Soarano in the presence of actors for the promotion of tourism in Madagascar.
Pour Joël Andriamandranto, PCA of the National Tourism Office of Madagascar (ONTM), brand is a guarantee of the identity that we want to convey to the international tourism market. It is also a commitment on the promises that we can keep for the traveler who does not come to us.
"This project is important to us heart at this time because it instills a redeployment of wind to our destination after years of crisis and various hazards. We really want to strengthen our presence in the international market and show that tourism is let down by the circumstances and exogenous factors that have failed the roll ", did he declare.
Roland Ratsiraka, Tourism Minister spoke of his side as, "It's a brand that has weight, primarily in terms of value of biodiversity in Madagascar ". For him, it is clear that tourism should be the spearhead of the economy. "I think we're on the right track, given a certain advance in the field of aviation. Several international events will be held in the country this year, as the Francophonie Summit and we must take the opportunity to show our strengths and efforts ", he added.
More visibility
In this campaign, the shares will be concentrated on the French market, the largest source of tourists in Madagascar. "We will for example put in the crosshairs by boosting the French market and offers various activities such as hiking, diving…", Joel explained Andriamandranto.
The Salon Top Resa, to be held next week in Paris, will among other sponsors of the Malagasy tourism to go to the meeting of tour operators and travel agents in the target countries and at the same time exposing the ins and outs of this new strategy through "Treasure Island".
This strategy will be accompanied by the launch of a new website in the coming months : a new version of the communication media including a new promotional film. The objective, according to the Minister of Tourism is to reach 280 à 300 thousand tourists next year and 500 thousand in two to three years.
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