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U.S. VIRGIN ISLANDS HEATS UP NEW YORK/NEW JERSEY MARKET WITH WEEK-LONG MARKETING BLITZ
February 14th, 2011
~ Regional marketing efforts designed to boost spring travel to the Territory ~
U.S. Virgin Islands, February 14, 2011 In keeping with its strategy to target potential visitors in key gateway markets with air service to the Territory, the Department of Tourism concluded a week-long marketing blitz last week to strategically saturate the New York-New Jersey marketplace through consumer, trade and media initiatives. The New York/New Jersey market is one of the top feeder markets for visitors to the Territory with more than 100,000 arrivals each year.
From February 9-13, 2011, the USVI Department of Tourism took the chill out of winter for thousands of consumers, more than 40 media and close to 200 travel professionals by bringing some island heat to New York and New Jersey. During the events, the Department promoted the USVI Escape promotion, which offers $500 in savings on a trip of five nights or more, with printed rack cards designed specifically for this market and dedicated advertising to support the offer.
The week began on an exciting note as the DOT made its second appearance within the past year on America’s number one morning show The Today Show. In a segment that aired on Tuesday, February 8th during the 10 o’clock hour, the U.S. Virgin Islands added a splash of color and taste of island flavor for the show national TV audience. VI Carnival dancers in vibrant costumes and a steel pan player kept viewers entertained as they learned about a favorite local dish fish and fungi from a local VI chef Leslie Theo Gumbs.
On Wednesday, February 9, the DOT hosted top New York- and New Jersey-area journalists at a dynamic media reception featuring USVI entertainers and a culinary demonstration performed by Chef Theo. More than 40 of the city’s top editors, bloggers and freelance writers from such publications as Travel + Leisure, Saveur, Redbook and Travel Agent Magazine assembled at a reception in Manhattan to mingle with tourism representatives, learn about USVI culture, upcoming local events and sample authentic cuisine. Members of the private sector including Richard Berry, St. Thomas Chamber of Commerce President; Earl Powell, St. Croix Hotel & Tourism Association President; and Marc Langevin, U.S. Virgin Islands Hotel and Tourism Association Chairman, joined Commissioner of Tourism, Beverly Nicholson-Doty, to engage with media and serve as representatives of the Territory.
Representatives from several USVI hotels including Windward Passage, Wyndham Sugar Bay Resort & Spa and Frenchman’s Reef & Morning Star Marriot Resort on St. Thomas and Divi Carina Bay All-Inclusive Resort & Casino on St. Croix were also present at the media reception and the other marketing events that took place throughout the week.
Additionally, desk-side media meetings with editors at premiere lifestyle outlets including Essence and Conde© Nast Traveler took place throughout the week. These meetings were designed to foster more in-depth, personalized dialogue to explore potential editorial feature opportunities for St. Croix, St. John and St. Thomas.
On Thursday, February 10 and Friday, February 11, the Department of Tourism and the participating hotel partners conducted a series of events and activities targeting travel agents in and around Long Island, New York, where some of the Territory’s top selling agents are based.
Sales calls were scheduled throughout the week to complement a DOT-hosted travel agent reception in Melville, New York on Thursday, February 10 and a reservations training session at Travel Impressions in Farmingdale, New York on Friday, February 11. These meetings were designed to inform New York-area agents about new attractions, restaurants and accommodation options for their clients across the Territory and new resources available to help them better serve their clients when planning trips to the USVI.
Building on its success with similar events in other key gateway markets, the DOT spent the weekend (February 12-13) marketing the Territory directly to thousands of potential visitors at one of the largest high-end malls in the state of New York and to more than 16,000 NBA basketball fans of New York and New Jersey home teams.
On Saturday, February 12 from 10 a.m. to 6 p.m. and Sunday, February 13, from 11 a.m. to 5 p.m., the U.S. Virgin Islands extensively branded the Roosevelt Field Mall in Garden City, New York with a dynamic exhibition-booth, advertising elements, destination information kiosk and widespread promotion of the USVI Escape bookable offer. Performances by mocko jumbies, a Virgin Island steel pan player and carnival dancers drew steady crowds throughout each day. Shoppers drawn by the music or who passed by the colorful display booth received destination brochures, branded items and a chance to enter to win a trip for two to the U.S. Virgin Islands. To further engage families, parents were invited with children to carnival dance and steel pan lessons scheduled on both days. In total, an estimated 4,000 shoppers engaged with the destination marketing presence at the mall.
As a result of a season-long partnership the DOT secured with pro-NBA team the New Jersey Nets, the U.S. Virgin Islands also arranged significant branding at the team home arena “the Prudential Center“ when the Nets faced off with the NY Knicks on the evening of February 12. USVI branding was exposed to approximately 16,000 fans at the arena. The DOT distributed USVI Escape rack cards and further engaged and excited fans at the game with performances by VI Carnival dancers, mocko jumbies and a steel pan player in the main concourse. DOT representatives also staffed a branded concourse table and distributed premium items to fans. A special USVI-themed on-court competition further promoted the destination by rewarding one lucky couple with a trip to the USVI and the VI was also spotlighted through a ceremonial on-court game ball presentation moments before tip-off.
For the entire 2010-2011 NBA basketball season, a number of advertising components ensure brand exposure to the basketball fans at each of the NJ Nets 82 home games. Advertising elements featured include one-minute courtside and baseline signage, one-minute upper and lower LED signage, one 30-second Center-Hung Scoreboard LED Ring, one 30-second center hung scoreboard commercial at each game as well as rotating Web banners on nba.com/nets. Branding on the NJ Nets website accounts for an additional 6 million-plus impressions. In addition, the DOT USVI Escape offer was promoted to more than 100,000 Nets fans via e-blast and radio listeners via a 30-second spot on WFAN Sports Radio 66 AM, the world’s first 24-hour all-sports radio station.
Overall, the Department of Tourism committed more than $250K in market-specific advertising to support awareness of the destination in the New York/New Jersey area throughout the week and to position the Territory at the forefront of travelers looking to plan a Caribbean vacation this year.
On-air mentions on top New York/New Jersey radio stations and ad buys with am New York and New York Magazine encouraged residents of both states to visit the USVI exhibition at the Roosevelt Field Mall. Additionally, through the month of February, the mall will remain outfitted with USVI-branded table tents, banners and door cling signage to keep the destination front-and-center to shoppers all month long.
“New York and New Jersey have long been one of the primary target markets for the Department of Tourism,” said Commissioner of Tourism Beverly Nicholson-Doty. “We are pleased that the week-long comprehensive marketing blitz allowed us to reach key media, industry partners that are critical to our success from the region.”
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Member of the Caribbean Tourism Organization
Contact: Allegra Kean-Moorehead
USVI Department of Tourism
Director of Communications
(340) 774-8784 ext. 2234