º When designing this particular ad, care had to be taken to present the information clearly, concisely and in a friendly way. The need for clarity of the ad's message was due to the fact that the ad would have to appeal to an international target audience.

Naturally, airlines have to try and cater for as many nationalities as possible in their marketing style given the global nature of their business: Long haul flights to and from Mauritius. Therefore the decision was taken to write the ad's copy in English rather than French which may have been too restrictive for an Internet commercial audience of whom less than 5% are said to understand French.