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| 24/7 Festival Week |
EventThe 24/7 festival held in Port Louis from the 31st of July to the 2nd of August 2009 has to be contextualized within the larger paradigm of the sensitization campaign to change the mindset of the Mauritian public and promote the concept of a 24/7 economy that was launched by the Prime Minister on the 30th January 2009. This event offered the first major instance where the above-mentioned concept was put to the test at the level of the capital city, but with a nation-wide campaign to ensure its success. MRoad Creations Ltee was assigned Event Management Company. The launching ceremony was held at the Municipality of Port Louis at 19.00 hrs. Music concerts and live performance by over 150 local artists were organised on 4 different podiums: 1. The Municipality of Port Louis 2. The Jardins de la Compagnie 3. The Port Louis Waterfront 4. The Caudan Waterfront. There were also roaming street performers on the streets and in commercial centres.
PR & Communication Two press-conferences were organized in the Council Room of the Municipality of Port Louis, the first one to announce the event to the Mauritian public on 09 July at 11 am and the second one on 28 July at 2 pm to give a detailed description of the activities that would take place on those 3 nights. There were discussions and guests appearances in various talk shows on Radio and Television such as 'Talk of the town' on Radio Plus, Peak Time Magazine on Kool FM, ‘Controverse’ on Radio one where the whole concept of 24/7 and information about the festival were discussed. After the French news on MBC 1, there was a series of 4 programs of 5 minutes , produced by MRoad Creations which acted as a countdown 4 days prior to the 31st, building up a well-orchestrated sense of anticipation in the Mauritian public for something that had never been experienced locally. Participants included the Chairman and Director of HRDC, Mr. D. Tulsidas and Mr. R. Aukloo, the Lord Mayor Mr M. Gordeea, ACP Jowaheer and Mr Yousouf Sooklall. Information about the event and the calendar of events as well as the temporary change of name of the roads (as described above) were all put on the official 24 by 7 website. (www.mauritius24by7.com) All local newspapers were contacted and briefs were sent to them regarding the event. There were 35 press articles over the 3 weeks in Le Matinal, Le Mauricien, L’express, Defi Plus, 5 plus, Weekend, News on Sunday, Samedi Plus, Expresso , Business Magazine, Le Dimanche, Weekly Scope, Opinion Express and Mauritius Times. Communication was also shared with regional press organs like Le Quotidien of Reunion Island. On the day of the opening, the TV news in Hindi at 18.00 hrs, in Kreol at 19.00 hrs, in French at 19.30 had live transmission of the Opening Ceremony. On Wednesday 5th August, a program of approximately 40 minutes was broadcast showing images of the crowds and of the unimaginable animation of Port Louis during these 3 days. In general the feedback was positive. Participants were the chairman of the HRDC Mr Tulsidas, Mr ACP Preetamsing Jawaheer, Mr Ibrahim Koodoruth and Mr Cassam Kureemun.
Advertising The main responsibility of MRoad Creations Ltee laid in ensuring effective communication about the event and thereby assuring its success by making sure that the maximum number of Mauritians leave their comfort zones and preconceived ideas behind to experience first-hand what a 24 by 7 lifestyle may mean to them individually or as families. Its main thrust was a mass-media campaign orchestrated in print media, radio, television and Internet. There were 2 television adverts of 20 and 30 seconds respectively that were aired 64 times at prime time from 23rd July 2009 to 1st August 2009 on the 3 TV channels and 6 radio spots that were broadcast on various public and private stations for 185 times on MBC radios, Radio Plus, Radio One and Top FM from 23rd July to 2nd August. 12 press adverts were scheduled during this period in all local newspapers.
Print Media Regarding print media, there were 4 types of flyers and inserts. Some of these were distributed on planes; some were meant to sensitize the public about the event; some informed about the participating shops and restaurants (and discount rates); and some gave a detailed list of musical and other activities over the three days. There were 175 banners that were strategically placed around Mauritius, of these, 75 were digitally printed in full colour (quad) and were put in various high-visibility places around Port Louis. At the South and North entrance of Port Louis (at Roche Bois and at Pailles, on the highway) there were two huge 2x2 meters banners to communicate about the event. Roll-up banners, special sponsors' banners, T-Shirts and Umbrellas were other print material produced. |