From left: Robert Chase Director of Marketing at the BTMI, Daniel Finkel Senior Director Strategic Business Initiatives of Expedia Group Media Solutions, and William “Billy” Griffith CEO of the BTMI. (GP)
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Copping another under its belt, Barbados has been awarded by Expedia Group Media Solutions, the advertising arm of Expedia Group, the 2018 Digital Marketing Campaign of the Year in the Latin America Caribbean. Presented at the annual Expedia Group Partner Conference, the award programme celebrates partner campaigns from around the world that demonstrate innovation, creativity and achievement in travel marketing.
The Barbados Tourism Marketing Inc. (BTMI) collaborated with Expedia Group Media Solutions to develop a culinary campaign dubbed, Brilliant Barbados Summer of Culinary Experiences, that would inspire travellers and foodies to experience the country’s rich history and unique Bajan cuisine. Through a bespoke content hub, local island ambassadors, or “Experts of Awesome” shared their favourite local attractions and culinary experiences, both showcasing the friendly spirit of the island.
Within the first seven months, the campaign produced a strong financial return on advertising spend (ROAS), as it generated USD$45 in revenue to every USD$1 spent in advertising and garnered more than 25 million impressions.
Chief executive officer of BTMI, William Griffith highly commended the marketing team led by director Robert Chase, as he received the award noting that: “The BTMI is very focused on positioning itself, and Barbados, as a major player in tourism and this has been demonstrated by the implementation of new initiatives, particularly in the digital arena. We are grateful for our marketing executives on the ground who did a tremendous job with developing the culinary campaign and promoting the vast range of cuisines and exciting activities we have on island.”
“This year’s Partner Award winners exemplify the incredible work of our partners and a shared commitment to disrupting travel marketing, through insights-led creativity, innovative technology and compelling content,” said Hari Nair, senior global vice president of Expedia Group Media Solutions. “We’re excited to honour this year’s award-winning campaigns and look forward to continued collaboration with our partners to help them reach and inspire audiences around the world in fresh and exciting ways.” (PR)