Creating stand out for St. Vincent and the Grenadines
Challenge:
Raise awareness and create stand out in the UK market for a Caribbean destination which has been relatively unknown by trade and consumers.
Strategy:
We raised awareness of SVG through trade training, creating a dedicated destination brochure, building a destination micro site, attending events on behalf of the destination and project managing FAM trips so that the trade have confidence in selling the destination. We wanted to work to increase the knowledge of those tour operators already selling SVG as well as increase the distribution for SVG’s properties.
We also saw a need to implement a consumer advertising campaign, working cooperatively as much as possible to stretch the budget further.
Results:
We have increased the number of operators featuring SVG by 20%
We trained over 200 agents face to face in 2008
Our insider’s guide to SVG has generated 566 leads on SVG product and 37,302 visits to the website in its first year.
Our dedicated brochure was distributed along with a destination DVD through a media partner to over 16,000 agents as well as at consumer events.
We doubled the amount of business and media meetings at WTM in 2008 vs. 2007
Through building relationships with key industry partners, we’ve secured free seats for FAM Trips allowing more industry to visit the destination.
Key tour operators are looking to increase the number of properties they feature as a result of a product manager FAM Trip in Sep 2009.
We’ve significantly increased the amount of cooperative marketing for the destination – which previously was non-existent.
Raise awareness and create stand out in the UK market for a Caribbean destination which has been relatively unknown by trade and consumers.
Strategy:
We raised awareness of SVG through trade training, creating a dedicated destination brochure, building a destination micro site, attending events on behalf of the destination and project managing FAM trips so that the trade have confidence in selling the destination. We wanted to work to increase the knowledge of those tour operators already selling SVG as well as increase the distribution for SVG’s properties.
We also saw a need to implement a consumer advertising campaign, working cooperatively as much as possible to stretch the budget further.
Results:
We have increased the number of operators featuring SVG by 20%
We trained over 200 agents face to face in 2008
Our insider’s guide to SVG has generated 566 leads on SVG product and 37,302 visits to the website in its first year.
Our dedicated brochure was distributed along with a destination DVD through a media partner to over 16,000 agents as well as at consumer events.
We doubled the amount of business and media meetings at WTM in 2008 vs. 2007
Through building relationships with key industry partners, we’ve secured free seats for FAM Trips allowing more industry to visit the destination.
Key tour operators are looking to increase the number of properties they feature as a result of a product manager FAM Trip in Sep 2009.
We’ve significantly increased the amount of cooperative marketing for the destination – which previously was non-existent.
