Barbados Tourism Marketing Inc wanted to create a buzz about Barbados and bring a sense of the vibrancy and excitement of the island to the UK. The main objective of the campaign was to build engagement and ask UK travellers what they felt was so special about Barbados.
We wanted to create a tangible experience linked to Barbados that would go beyond images of beautiful beaches that are so synonymous with the destination. We developed a catchy concept, ‘Barbados Summertastic’, that we felt perfectly embodied the energy and vitality of the Caribbean island.
The focus of the campaign was an ambitious Roadshow to 18 key cities across the UK, featuring a double-decker bus fully wrapped in ‘Barbados Summertastic’ branding to illustrate the fun and excitement of the island. We selected a media partner, Capital FM, which, as the UK’s no. 1 hit music station, has the national reach we required to connect with UK consumers.
The Roadshow was promoted via Capital FM radio, online and on Capital TV. Through these mediums, consumers were encouraged to join the Capital FM presenters and Barbados Summertastic crew at the Roadshows and to enter a competition to win a holiday for two to the island by uploading a short piece-to-camera on why they love Barbados.
We further drummed up interest in the Roadshow through social media, with regular posts on Facebook and Twitter.
The campaign was hugely successful, the on-air promotional reaching over 4 million adults and the on-air advertorial reaching 6 million.