The Goal

ANTIGUA & BARBUDA TOURISM - 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 Plan

ANTIGUA & BARBUDA TOURISM - The Plan
  • 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 map
  • CREATE 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

ANTIGUA & BARBUDA TOURISM - 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

ANTIGUA & BARBUDA TOURISM - The Results

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