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Seychelles goes big on China Radio International (CRI)

Seychelles goes big on China Radio International (CRI) ( The Seychelles name resonated across China and beyond on Wednesday, May 19, 2016, at 2:30 pm on Easy FM 91.5 Live Radio Roundtable Program when Sherin Naiken, CEO of the Seychelles Tourism Board, obtained half an hour live on one of its very popular FM radio shows to have a heart-to-heart talk with hosts Ms. He Yang and Mr. Ryan Price on the beautiful Seychelles islands. The interview was done at the China Radio international (CRI) station in Beijing and was aired in China and all of its 61 language stations throughout the world.

The live show was interactive, with its faithful listeners occasionally obtaining the chance to quiz Ms. Naiken about points of interest on the destination. The listeners were through CRI’s Weibo&Wechat profile with approximately 40 million and 200,000 followers respectively.

The interview was one activity aside to a series of joint consumer campaigns which started a week prior to the interview by the Seychelles Tourism Board office in China. The campaign was targeting the general public with a week-long teaser on both Wechat and Weibo with general awareness information and questions on Seychelles and at the same time advertising the big round-table interview to take place. Listeners had the chance to win symbolic gifs from Seychelles such as the miniature clock tower.

“The interview has undoubtedly brought a lot of awareness for the destination,” Ms. Naiken shared “I was amazed by the interest from the listeners, which shows they were tuned in to. The campaign prior to the show has helped in ensuring the success of the round-table program as well as maximum visibility and impact has been created through this one PR activity.”

At the end of the round-table interview, the Wechat promotional teaser had created 3,200 authentic organic followers, and the special Weibo page “Bring him/her to the Seychelles” had reached 307,000 followers.

Ms. Sherin Naiken also shared: “Today when you search for travel products and services on Seychelles within China, one can always easily find what they are looking for, be it through the traditional offline channels or the more recent online ones. This has been made possible through the close working relationship we have created over the years with key trade partners from both China and Seychelles."

“Specific targeted activities like this round-table interview and consumer campaign, jointly creates massive awareness for Seychelles and helps us to link potential consumers to those products and services,” she continued.

China Radio International (CRI) started its radio broadcasting in 1942, and since then it has expanded to 32 overseas correspondent bureaus consisting of many multimedia platforms including radio, the Internet, mobile web, television, and print media.


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