Following the Antigua and Barbuda Tourism Authority’s largest brand marketing campaign to date, there has been a strong uplift in bookings.
The campaign, which launched on 23rd June and ran across outdoor and digital platforms, promotes Antigua beyond the beach. It was timed to encourage bookings to Antigua for a late summer holiday.
Tour operator partners involved in the campaign have reported spikes in Antigua bookings with Kenwood Travel up 33% and British Airways Holidays up 85% for the last week of June. Kuoni has seen a sharp increase in Antigua honeymoon enquiries for the past month.
The peak could also be attributed to Lionel Messi’s recent honeymoon on Antigua or Prince Harry’s royal visit last autumn.
David Weatherson, Caribbean destination manager at British Airways Holidays said: “We are delighted that our investment in the Antigua and Barbuda marketing campaign has had such visible results. Antigua is an important destination for us at BA Holidays and this level of support from the Tourism Authority has really helped boost our numbers in these low season months.”
Jenny Peart, Caribbean product manager at Kenwood Travel, added: “It’s great to see the positive impact of outdoor and digital advertising as we saw such a noticeable peak in the week following the campaign launch. A worthwhile investment from our side and alongside our hotelier partners into an important Caribbean destination on our portfolio.”
Derek Jones, UK managing director of Kuoni, said: “Any high-profile celebrity snapped on their honeymoon does tend to set a trend. Whilst the footballer was staying in a private villa at the very top end of the market, there’s a breadth of amazing resorts in Antigua, such as Keyonna Beach, Galley Bay and St James’s Club which offer luxurious suites and villas but within the budget of many of our couples planning a honeymoon.”
Jean-Marc Flambert, vice-president sales and marketing UK & Europe at the Antigua & Barbuda Tourism Authority concluded: “The idea behind the timing of the campaign was to proactively push summer and autumn sales to the destination and it is encouraging to see that there is an appetite for Caribbean travel in these traditionally quieter months.”