Cassava Tuesdays: Sega Branding of Mauritius

“Red- Freedom and Independence
Blue- Indian Ocean
Yellow- The new light of Independence shining over the island
Green - Agriculture of Mauritius and the colour of the country throughout the year”

— Mauritian People to the World

Capital: Port Louis
Languages Spoken: English, French, Creole and variety of Asian languages
Religion: Hinduism, Christianity, Islam,  Buddhism
Prime Minister: Paramasivum Pillay "Barlen" Vyapoory

President:  Ameenah Gurib-Fakim

“Mauritius ranked # 50 out of 176 countries”

— Corruption Perceptions Index 2016

Currency: Mauritian Rupee

“Mauritius is one of the most stable and successful economies in Africa with Gross Domestic Product (GDP) of USD 11.8 billion and per capita GDP over USD 9,400. ”

— export.gov (2016)

We must take a moment to remember, our friend the Dodo. The Dodo was a unique bird because it was only found in the country of Mauritius. Hunters from other spaces and hunting in Africa will forever be the death of our ecology system. The Dodo became extinct in 1662.  

BRANDING IS NOT SOFT POWER

Our 5th country for Cassava Tuesdays will be the Republic of Mauritius. Mauritius is home to over 1.3 million people and belongs to quite a few intergovernmental bodies such as: Mauritius belongs to the: Small Island Developing State (SIDS), The European Union (EU), the World Trade Organization (WTO), Southern African Development Community (SADC), Common Market for Eastern and South Africa (COMESA) and the United Nations (UN) and maintains strong economic ties with the BRICS.

The small island country of Mauritius is actively working on branding tools. We will discuss nation branding today, this is not the same thing as soft power. It is an arm of Soft Power but not Soft Power. Do you need a refresher on the term Soft Power? Simply go back to any of our entries: Mulday, Cassava Tuesdays, Public Health Wednesdays, or Silk Road Thursdays. 

“Applying corporate branding techniques to countries. ”

— Nation Branding

nation branding visuals

WHAT DOES MAURITUS HAVE SO FAR AS AN ASSET?

• Political Stability
• Economic growth 
• Investment & Secure Friendly
• Bilingual Workforce 
• Open market for foreigners and talents
• Multiethnicity 
• Ocean Statehood *(I will touch on this another day)
• Intergovernmental Relations (I mentioned that earlier)

TOURISM ECONOMICS: BRANDING TOOL #1

The white sandy beaches and turquoise waters of Mauritius lure tourists from around the world. The tourism sector is vital to the island's economy and this year is set to grow again. CGTN's Clementine Logan reports.

HOW DO WE VISIT, ARE YOUR SKIES REALLY FRIENDLY?

Remember in an earlier entry, I stressed the importance of "Flag Carriers". Check out the last entry on Ugali meet Kimchi. The Airline of a country must be safe, attractive and sky friendly. 

“Flag Carrier Safety: Have you been banned from the safe skies of another country?”

— Water & Cassava

 BRANDING TOOL : AIR MAURITIUS #2

Air Mauritius is accessible to visitors from Europe, Africa, Asia, and Australia. This is also strategic based on their economic ties. The airline is IOSA-certified (IATA Operational Safety Audit) airline and approved by EASA (European Aviation Safety Agency). Secondly, using an airline as a branding tool only works if your regional neighbors also respect your brand. Read this letter below to understand the role Air Mauritius will have in Ghana’s new brand. We discussed Ghana on an earlier entry. You will have to read that to appreciate this letter. 

Thirdly, The brand must be respected internationally, read this letter below to understand KLM Royal Dutch Airlines and Air Mauritius new partnership. Make sure to read this letter with the background of branding and soft power. 

HOW ATTRACTIVE ARE you?

Did you know that Air Mauritius has helicopter services? By services, I mean premium services. 

What about Air Mauritius holidays?

Do you have a in-flight magazine? In-Flight magazines are there to sell the "BRAND", "PROPAGANDA" of a country, city or region. It is a very impotant tool in the visualization of the country's brand to the passenger. Check out the bilingual Air Mauritius's Islander Magazine

BRANDING TOOL: CULTURE #3

What is Sega? Sega Music was created by the escaped slaves, it was their expression of all their new and old experiences.

There is also a new trend of blending sega, zouk and reggae, check it out! 

BRANDING TOOL: LOCATION, LOCATION #4

BRANDING TOOL #4: REGIONAL INFLUENCE

Mauritius is hosting the first African economic platform forum. It's aimed at economically transforming Africa through industrial development and intra-Africa trade. The two day forum is being attended by heads of state and governments from across Africa. CGTN's Girum Chala is in Mauritius following up on the latest

BRANDING TOOL #5:  CONDUCTING BUSINESS MINUS THE HASSLES 

This is just the beginning of Maurtius! I hope you appreciated this example of branding . 

See you next Cassava Tuesday