My work with Seychelles happened through a chance meeting in New York.

Two years later, the Seychelles Tourism Marketing Authority and I was called up for some advice on how to set things up.

I flew to Seychelles and left two days later with the assignment of setting up a marketing department, hiring people, developing a strategy, hiring an advertising agency, and supervising an entire repositioning of the country.

Seychelles, at the time, was best described as a 5 star destination with 3 star facilities. Incredible beauty. Poor infrastructure and hotels. High prices. And a very poor service ethic.

The brief?
To establish Seychelles as the premier luxury travel destination.
To reduce the number of visitors and to increase revenues.

The strategy.
A global campaign positioning Seychelles as the ultimate getaway ... “the luxury of nothingness”.
The development of a unique “Seychelles style” to fully reflect this positioning.
A major push to top developers to invest in new and innovative properties to express this Seychelles style.
An internal campaign to develop a new service ethic.

Result.
Seychelles is a premier luxury destination.
5 star destination with 7 star facilities.
Visitors are down.
Revenue is up.

And the work we did was widely acclaimed throughout the travel and tourism industry.