British Virgin Island - 2009/2011 Italian sailing project campaign

Challenge

• To clearly position BVI in consumer minds and reinforce brand awareness as a world class tourism destination
• To ensure low season arrivals from Italy (Summer/Autumn)
• To capitalize on on previous editions of the spring Regatta event

Solution

• Online advertising campaign with link on bvi-turismo.com special section dedicated to sailing offers, with related promotional material
• BVI Facebook fan page animation dedicated to sailing lovers
• Visiting Journalist Programme
• Attendance to 2011 `Salone Nautico` and `NavigaMi`, with related consumer event organisation
• Sportweek 2011 photoshooting, with the Guest Star Mrs. Nina Senicar (http://photobackstage.corriere.it/)
• Sportweek 2011 consumer event special editon dedicated to British Virgin Island

Results

• Coverage on national news pages and main sailing and leisure Italian magazines, both on and offline i.e. 90 pages fashion reportage mentioning BVI on 2011 Sportweek Dream
• 497 Facebook fans with 370 active users
• €275,000 Adv value generated with 2009/2011 BVI best coverage