The objective was to bring an innovative and exciting campaign to the market and engage with Barbados’ target audience. To create a buzz, the idea in mind was all about bringing the flavour of Barbados to the public, further educating holiday makers about the destination being much more than sun, sea and sand. With a calendar of endless events lined up for 2016 in Barbados and to shout about Barbados’ 50th year of Independence, the aim was to highlight the diversity Barbados has to bring in an engaging and fun experience.
To communicate the Barbados message via multiple platforms for further engagement, we created a campaign around the combination of out of home and radio advertising.
Bluewater, the fourth-largest shopping centre in the UK has an approx. annual footfall of 28,000,000 with an affluent demographic of 72% ABC1 audience. The average time per visit is 2 hours 30 minutes with an average spend of £150 per visit.
For these reasons and more, we targeted Bluewater shopping mall as an ideal location to carry out an experiential activity alongside a bespoke geo-targeted radio campaign with Heart FM, in partnership with Virgin Holidays. A ten-day breakfast promotion, which ran across Heart FM Kent talking up Barbados’ 2016 key messages, encouraged listeners to play Steal My Sunshine with the chance to win an All-inclusive trip to the beautiful Island of Barbados with Virgin Holidays. The on-air promotion encouraged listeners to visit Bluewater Shopping Centre where the experiential was held over key weekends with high footfall (Easter period). The experiential included a specially branded Heart photo booth, where participants were incentivised to share their pictures on social media and talk about the experience for their chance of winning a holiday to Barbados.