The Saint Lucia Tourism Authority (SLTA) has undertaken a revised marketing strategy in the wake of hurricanes Irma and Maria. Since the passing of the hurricanes, the region has experienced a decline in holiday bookings and therefore the SLTA has been working with the Caribbean Hotel and Tourism Association and the Caribbean Tourism Organization to promote the destination’s readiness to receive visitors. Over the last few weeks, the SLTA has sent notifications to tour operators, press releases, and increased engagement over social media.
To further complement these efforts and to increase destination awareness and reinforce Saint Lucia’s open for business message, the SLTA has ramped up its fall and winter campaigns with an “always on” marketing strategy. Additionally, the SLTA will continue its utilization of digital media, Search Engine Marketing and Social Media across all platforms.
The message, “Discover Your Escape This Fall” will now change to subtly inform persons that Saint Lucia is open for business. The entire campaign will be repurposed under the banner “There’s No Time Like Now to Book Saint Lucia.” The promotion will be extended to the end of November, which will immediately be replaced with the winter campaign to support our “always on” marketing strategy.
Chicago Tribune Takeover
As Saint Lucia prepares to welcome the return of United Airlines weekly nonstop flight from Chicago, The SLTA has taken steps to ensure the market is aware and incentivized to travel to Saint Lucia. The SLTA has taken over the advertising space on the Chicago Tribune’s travel page and banners on the main page. This advertising take-over features the destinations new logo and the promotional offer reminding consumers that an early booking can save them up to 65 percent on hotel stays. The SLTA has also backed up this digital takeover with traditional billboard advertising along highway 294, 94 and billboards within downtown Chicago. The takeover campaign runs for 8 weeks and will be extended if needed.
NBC6 MIAMI Takeover
Building on the partnership with NBC Miami and as part of the continued marketing drive The SLTA took over the www.nbcmiami.com webpage on November 27,2017. The Monday after the thanksgiving weekend, called “Cyber Monday” averages an increase internet user traffic of 122 million. NBC6 provides idea digital real estate and the marketing offer of up to 65 percent off, presented bargain hunters with a great opportunity to book a Saint Lucian holiday. The SLTA used the takeover to increase the market visibility pushing the message that the island is open for business, with the “There’s No Time Like Now to Book Saint Lucia” campaign.
Travel + Leisure Co-op
The SLTA embarked on a cooperative marketing push with the islands hotel partners in the November issue of Travel + Leisure Magazine. The two page spread features highlights the island as the perfect destination and eight properties have joined in to accentuate the island’s offering. Travel + Leisure is one of the world’s foremost consumer travel magazines with 6.3 million subscribers in print and 7.8 million unique visitors per month. The media push emphasizes the multifaceted nature of the destination including luxury, romance, rejuvenation, fun, peace, and natural beauty all forming the perfect escape for the discerning traveler.
Social Media Revamp
The SLTA has engaged the services of NJ Global Media, a niche PR and Digital Media agency offering premium lifestyle experiences. The agencies goal is to redesign the destination’s social media accounts to tell the story in a unique and authentic voice while cultivating a strong ‘Saint Lucia’ following on all platforms. NJ Global Media plans to promote Saint Lucia as a safe destination to prospective travelers with a specific target on the U.S, Canada and UK markets. The SLTA will be hosting a Facebook giveaway throughout the holiday season titled #LetHerinspireYou. The Giveaway will be hosted on Facebook and promoted through all social media channels.
The SLTA has secured a full-page advertorial in Recommend magazine for the Prime Minister’s message post hurricane. The ad space provided an opportunity to express solidarity and provide a clear message to the trade that Saint Lucia is open for business. The SLTA will also be using the magazines extensive travel agent database to send E-blasts and has secured space on the webpage for banner advertising. Recommend Magazine has been helping travel agents sell travel by providing them with in-depth destination and product information for over 50 years.
Direct Electronic Marketing
Over the course of the next month the SLTA will be using the travel agent database of key trade publications, the goal is to aggressively target travel agents, increase their awareness of the island as an available Caribbean destination, grow the Saint Lucia Specialist Programme and increase bookings to the Island.
SLTA winter campaign will be launched in early December and the intention is to continue with the campaign platform THERE’S NO TIME LIKE NOW TO BOOK SAINT LUCIA”
In addition to continuing the fall marketing activities, we will incorporate television advertising, as well as undertake trade blitzes in our major source markets.