The Antigua and Barbuda Tourism Authority is joining forces with trade partners on a new brand marketing campaign launched on Friday 23rd June in the United Kingdom. The campaign is strategically timed to promote the destination’s accessibility and drive sales during the summer period. The tourism authority in the UK has partnered with tour operators, airlines and partners to maximise the size and impact of the campaign. UK Tour operators who sell to the trade include Caribtours, Kuoni, and Gold Medal.
The campaign is the first work from the Antigua and Barbuda Tourism Authority’s new creative agency, M&C Saatchi, who have been appointed this month following a competitive tender process. The creative uses Antigua’s world-famous beaches as the platform from which to drive awareness of the variety of experiences visitors to the twin islands can enjoy – from heritage and architecture to cuisine and beverage. The creative will be further developed over the coming months.
The campaign will run across outdoor and digital platforms. London commuters will be targeted with a high volume presence across 17 large digital transvision sites in all London’s main train stations, including two at London Victoria and two at Waterloo. The outdoor will run for two weeks starting this weekend, with the digital display and social media activity continuing for three months.
Jean-Marc Flambert, Vice-President Sales and Marketing UK & Europe at the Antigua & Barbuda Tourism Authority comments; “We are delighted to be working with our key industry partners to proactively push summer and autumn sales to the destination. It has been very encouraging to see how supportive the trade has been of this campaign. At this time, it is important that we all work together to ensure that consumers continue to have the confidence to book. Travel agents play a big role in our strategy and we look forward to growing the revenue to the island together.”
An agent competition is running alongside the campaign. Travel agents are being invited to tweet a photo of the outdoor advert using hashtag #AntiguaBarbudaLondon to be entered into prize draw to win a bottle of Antiguan English Harbour Rum”.