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Reunion Island again in the Chinese media spotlight

Reunion Island again in the Chinese media spotlight (Forimmediaterelease.net) The Chinese society “Camenae” is currently on Reunion Island, through the joint work of Reunion Island Tourism (IRT) and incoming agency, Horizons Reunion. China’s number one brand of cosmetics is based on essential oils, and the group is on the island in order to buy essential oils of geranium. Considered by the company as being part of the best in terms of quality, they provide the basis for the creation of a wide range to their Chinese customers. The Camenae team will also use their stay on the island to produce its next advertising campaign.

It is at the Agricultural Cooperative of Essential Oils of Bourbon (CAHEB), the Camenae brand has planned to source their raw materials, thus promoting the attractiveness of local products such as essential oils of geranium, a high-yield export from the island.

On site, the Camenae management team was accompanied by a delegation of Chinese journalists, an aromatherapist, technicians, and a rising star of Chinese cinema, Liu Mengmeng.

100% pure and natural essential oil of geranium is obtained by steam distillation of water; herbaceous parts, fresh or withered; and Pelargonium graveolens of the Geraniacae family. Today, Reunion Island is positioned as a major player in the culture of geranium, particularly with essential oil of Geranium Bourbon, which is the most popular and, therefore, very popular.

It was during this visit to Reunion Island and simultaneously buying essential oils of geranium to CAHEB that the Camenae is conducting its next advertising campaign on the island. According to the leader of the group, the campaign is expected to reach more than a hundred million Chinese viewers. With the main partners, Shanghai TV and Guangzhou TV, Reunion Island will make it into the homes of the Middle Kingdom with great visibility for the destination on the Chinese market. In total, there are 26 traditional media who will take turns in this major campaign.

The campaign will produce both videos and photos, highlighting the value of the production of essential oils and geranium plantations on the island. Destination Reunion Island will be presented as a land of well-being, aspiring to the use of natural products of exceptional quality. Shooting will take place in several stages, also highlighting the beaches of the island, volcano, or the site of the CAHEB.

THE EXPECTED PENETRATION OF THE CAMPAIGN IN FASHION MAGAZINE NETWORKS

With a multicast television advertising campaign for Camenae in China, newspapers will also be a way to reach a specific target of Chinese, providing greater exposure to destination Reunion Island.

Magazines that will broadcast the advertising campaign include:

• RAYLI Fushi: circulation 559,000 copies

• Raly Xiangfeng: circulation 309,000 copies

• Raly Yiren: circulation 291,000 copies

• LEON (men's magazine): circulation 308,000 copies

• Rayli Home: circulation 151,000 copies

• Ruili: the no. 1 Chinese magazines devoted to cosmetic products

Based in Guangzhou and established in 2003, the Camenae brand is the first Chinese brand of cosmetics with essential oils. From the beginning of its existence, the brand claims the use of essential oils in all of its products. With a wide range of care for all types of products, the company has nearly a thousand points of sale throughout China, as well as in China's major shopping malls, and with an annual turnover estimated at one hundred million euros, the company is positioned for a year of online sales.

MEDIA CONTACT: Evelyne Coustillat, Reunion Island Tourism, Phone: +262 (0)262 90 83 69, Fax: +262 (0)262 21 00 21, E.COUSTILLAT@reunion.fr

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