How we Effectively reignited national pride and reconnectED Mauritians emotionally with their airline and positioning it as their preferred travel choice.

Following the pandemic, Mauritians were searching for an escape, and Air Mauritius, once a symbol of national pride, had lost its spark. The airline needed to rebuild trust and reignite its emotional connection with the people. The "Rekindling the Pride" campaign emerged as the perfect solution, aiming to position Air Mauritius as the preferred airline of Mauritians once again.
The Big Idea: Reconnecting with the local population by tapping into their shared pride in their national airline. At its heart was a catchy song featuring upbeat sega rhythms and Mauritian Creole lyrics. The song was designed to resonate deeply with all Mauritians, reflecting a sense of belonging and a renewed desire to travel. The lyrics celebrated the pride of the citizens beneath the Air Mauritius flights, evoking both nostalgia and excitement for future journeys.