Major Marketing Campaign Pushes Antigua and Barbuda Into the Spotlight

Major Marketing Campaign Pushes Antigua and Barbuda Into the Spotlight

Antigua and Barbuda Tourism Authority

Release Date

Monday, March 2, 2015


The Antigua and Barbuda Tourism Authority is anticipating a surge in bookings to Antigua and Barbuda from its primary source markets, as a result of new marketing campaigns being implemented to raise the profile of the destination.

A 60-minute television documentary on “Tourism in Antigua and Barbuda” will air in the Italian market, this February and again in March, following filming last week by Sky Italia. The feature will appear on “Top Holidays in the World”, broadcasting on Sky Italia and Italian National Digital TV.

This programme follows a month-long British Airways marketing campaign launched in January, by the Antigua and Barbuda Tourism Authority, just in time for the peak of the 2014/2015 winter season.

The British Airways campaign included a visually appealing destination feature, produced by an award-winning film production company in September, and aired on British Airways Audio Visual On Demand (AVOD) systems. The video, which targets visitors and investors on long-haul flights, has a call to action by Prime Minister Gaston Browne, who invites British Airways’ 1.2 million passengers worldwide to visit Antigua and Barbuda.

Commenting on the partnerships, Minister of Tourism Asot Michael said: “We are embarking upon aggressive marketing campaigns in all our major source markets, using all marketing channels to further create demand for the destination.”

He noted, “Antigua and Barbuda’s partnership with British Airways was hugely impactful and offered a brilliant opportunity to market the destination globally, targeting a select audience of premium travelers and allowing us to attract high-net worth individuals to our shores.”

A double page destination feature also appears in the January 2015 edition of the magazine, British Airways High Life, distributed in every British Airways seat pocket and in British Airways lounges.

CEO of the Antigua and Barbuda Tourism Authority, Colin C. James said: “The Antigua and Barbuda Tourism Authority has entered 2015 with a renewed marketing focus, and with the aim of generating maximum exposure, and bookings for the destination.

The tourism authority CEO noted that the marketing campaigns will continue, as February will see the launch of Antigua and Barbuda’s New York Times Square 90-day promotion, which has the potential to reach over 1.5 million persons daily.

Viewers of the campaigns will be exposed to Antigua and Barbuda’s tourism product as the films showcase the destination’s beaches, restaurants, hotels, art, land and water based excursions and locations such as Nelson’s Dockyard, Shirley Heights, Redcliffe Quay, Heritage Quay and Betty’s Hope.

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