This document summarizes a presentation about leadership and branding opportunities for the island of Sainte-Marie in Madagascar. It provides an overview of the island's history and current activities as a tourist destination focused on whale watching. It analyzes issues like a lack of infrastructure and branding efforts and proposes redefining the island's nickname to emphasize its history, wildlife, and natural beauty on land and underwater. The conclusion stresses the importance of communication, infrastructure development, and public-private partnerships to strengthen the island's brand and ensure sustainable tourism.

1. Presented on June 7, 2016 by:
Liankanto, RANAIVOSON ID 156748
Chonnam National University
Graduate School of Business,
MBA in Community Development and Leadership
Subject: Leadership in Organization
Professor: Haeson, Kim
Île Sainte-Marie: the island of whales

2. Outline
Overview of Sainte-Marie
1) In the past
⇒The history of Sainte-Marie
2) Present
⇒Functionality
⇒Added-values
3) Future perspectives
⇒Analysis and future perspectives
⇒Branding process/development
Conclusion
Madagascar’s first Christian church
was built in Sainte-Marie in 1857

3. Overview of Sainte-
Marie
About 1506 , Portuguese sailors discovered the
island on the day of the Assumption , while
escaping a shipwreck, and named the place in
honor of the Virgin, " Santa Maria ".

4. In the past . . .

5. Nowadays . . .
“The island of
whales”
(not official)
“The garden
island”
“Nosy Boraha”
Every year during the austral
winter (July to September),
large groups of humpback
whales migrate from the
Antarctic to the canal of
Sainte-Marie and offer a
spectacular ballet: The
whale watching
Because of its
remarkable vegetable
luxuriance, primary
forest and endemic
fauna and flora,
especially underwater.
A native appellation.

6. Functionality
• Main activities on the island
Schools,
Churches,
Coffee-shop,
Hotels,
International airport…
Public transportation: Bike,
Quad, Scooter (on land)
and Canoe and Yacht (in
the sea)

7. Functionality
• Competitive advantages vs main issues
THE MAIN ISSUES:
1)LACK OF
INFRASTRUCTURES
2)LACK OF BRANDING
EFFORT FROM THE
GOVERNMENT

8. Added-value

9. Festival of whales
Should attract the
media’s interest
Analysis and future
perspectives
=> The nickname may describe more Sainte-Marie by using one of its
competitive advantage but is not enough to reveal all the assets of the island.
Not only by hotels and
tour operators
To be emphasized in the
alternative tourism of
Ste-Marie
To be enhanced
on promotion
“The island of whales”
Whales
3S: sun-
sky-sea
History
Underw
ater and
on land
wildlife
REDEFINITION

10. Branding
process/development
FOCUS
TARGET
GROUP
HOW?
- Websites, brochures
- Local and global TV
advertisements to
promote awareness of
the destination
-Collaboration with existing
associations/NGO Scientific -
Journal articles publication
- Media interest
STAKEHOLDER
S

11. Conclusion
• The role of communication is crucial in branding the island of
Sainte-Marie: publicity, public relations and advertising.
• But the infrastructures are essentials too to build a strong
consumer relationship and good perception!
• Finally, partnership with stakeholders (public and private sector)
is important for sustainability.
Thank you!! 