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Client: Seychelles Tourist Board

Campaign Overview: Press briefing to introduce a government environmental initiative

This fabulous destination has no problem attracting tourists, however the Seychelles Government was keen to be at the forefront of responsible tourism.

In order to preserve the unique & fragile environment of the Seychelles Islands, the Government introduced an environmental tax (the gold card) which was to be paid by tourists visiting the country.

The gold card was launched to UK media at a press briefing in London, where a presentation was given by the special advisor to the President of the Seychelles. Over 20 journalists attended and the story was featured in The Guardian, The Financial Times and The Evening Standard.

The initiative was also supported by the British government and a press release was drafted in conjunction with the Prime Minister’s office after Tony Blair’s own family holiday to the Seychelles.