Tourism

Barbados Tourism Authority

Client: The governing body of Barbados’ tourism infrastructure-and the island as a destination itself-is interested in driving business by distinguishing the culturally rich island from other sun-and-sand Caribbean destinations.

Strategy & Tactics: To differentiate Barbados from the competition, the Agency incorporates key messages of “Authentic Caribbean Experience and World Class Excellence” into all outreach efforts. By leveraging strategic alliances to develop partner programs and sponsorships, and through the implementation of an aggressive Visiting Journalist Program, Brandman generated substantially higher levels of consumer and trade awareness to drive traffic through key markets.

Campaign Highlights: A core driver of the intense media relations campaign will be the Spring 2009 launch of the “Barbados Trails” program, designed to bring visitors of the island for more than just sun, sea and sand and instead for the unexpected-religion, rum history, nature and romance. Similarly, www.idobarbados.com created a niche Web site and product designed for newlyweds and those seeking a destination wedding location to create, book and make their dream Barbados wedding a reality.

Results: Recent Barbados placements include Town & Country Weddings, Travel + Leisure, Conde Nast Traveler, Islands Magazine, New York Post, The Boston Globe, National Geographic Adventure, Robb Report Vacation Homes, Jezebel, Virtuoso Life, Sherman’s Travel, Caribbean Travel & Life, Travel Agent and Women’s World