Barbados Tourism Marketing Inc.
Coordinated 400+ media visits to the island, resulting in multiple cover stories and a steady stream of editorial features
Island nation sought to increase North American business, distinguishing itself from other sun-and-sand Caribbean destinations.
Implement an aggressive VJP, focused on the island’s culturally rich heritage and niche market offerings (romance, culinary, adventure, and religious heritage).
Landed Barbados as a stop for NBC’s coveted series, “Where in the World is Matt Lauer?”. Secured the cover of The New York Times’ Travel section and multiple cover stories in both Travel + Leisure and Condé Nast Traveler. VJP coverage carries a PR value of $40+ million. In recent years, The Agency saw a 127% increase in coverage of both brand and tactical initiatives, as well as full airline loads. In 2010, visitors to the island increased by nearly 15% over the previous year.