LAURA DOWRICH-PHILLIPS CREATED : 16 OCTOBER 2019
Last year at the World Travel Market in London, the Tobago Tourism Agency launched its branded cab. Tobago is is one of six islands marketing themselves in the UK this month.
A group of Caribbean countries has partnered with the UK chapter of the Caribbean Tourism Organisation and BA Holidays to market the region.
Antigua and Barbuda, Barbados, Grenada, Jamaica, St Kitts and Tobago launched the ‘Caribbean Calling’ integrated consumer-focused campaign throughout October to highlight the diversity of the Caribbean, inspire holidaymakers to visit the region, with strong call to actions to encourage engagement during this key booking period.
The objective of the campaign, according to a press release, is to increasingly broaden the consumer’s understanding of the vast array of Caribbean destinations that can be experienced along with insightful commentary supported by strong vibrant imagery and great offers to the Caribbean.
The integrated consumer-focused campaign will include a number of activations including London Metro cover wraps, London underground digital escalator panels at three stations – Tottenham Court Road, Waterloo and Liverpool Street, adverts across the London Metro and Evening Standard and display advertising across the Mail, Metro and Evening Standard websites.
Carol Hay, director of marketing UK & Europe stated: “We are excited to launch this campaign in the marketplace and provide destinations with the opportunity to be part of this campaign and to be featured across carefully selected media platforms which allow us to communicate our message effectively. The plan is to see increased business to the Caribbean. That’s our focus.”