Overview
The Goal
THE GOAL
TO CREATE A NEWS HOOK FOR MEDIA, INCREASE SPEND ON ISLAND AND FORGE AN EMOTIONAL CONNECTION BETWEEN GUESTS AND ISLANDERS
The Strategy
HARNESS EXISTING PRODUCT
Create a new concept – a Beach Bar Trail – highlighting key local businesses across Antigua and Barbuda brought to life via a downloadable mapCREATE A BUZZ
Secure media and celebrity endorsement as well as create a consumer and trade buzz about the launch of the Beach Bar Trail
The Execution
UK MEDIA
National newspapers including the Times, London Evening Standard, Daily Mirror and Press Association were secured on press trips
UK CELEBRITY
Tracy Edwards who has established links with Antigua and skippered the first female crew around the world, experienced the trail first-hand for the Daily Mail
POP-UP BAR IN ARCHER STREET, W1
Created a pop up ‘Antigua Beach Shack’ at a central exclusive London bar and hosted a series of events for media, trade and consumer including consumer-focused celebrity nights with Antiguan stars e.g. Sir Viv Richards
The Results
TOTAL CAMPAIGN NUMBER OF ARTICLES: 101
Across all media targets including London, lifestyle, celebrity and travel pages
ADVERTISING CAMPAIGN
ADVERTISING CAMPAIGN VALUE OF COVERAGE TOTALLED IN EXCESS OF £100,000
PR CAMPAIGN ROI OF 1:10
TRAVEL MARKETING AWARDS SILVER
The campaign was awarded a silver certification
