BTMI launches promotion to mark jubilee celebrations
BRILLIANT BARBADOS is once more on track to offer potential visitors attractive incentives to choose the island as their holiday destination.
Fresh on the heels of Barbados’ 50th Independence jubilee celebrations, which were kicked off earlier this month, officials of the Barbados Tourism Marketing Inc. (BTMI) announced that an offer of a 50 per cent discount will be extended to multiple markets, with “More Excitement. More Value. Come Celebrate!” as its call to action.
This updated version of the campaign, dubbed Brilliant Barbados 50, falls in line with the BTMI’s digital marketing strategy, which emphases tracking visitor trends, interests and issues, as well as keeping a close eye on the marketing return on investment.
BTMI chief executive officer William Griffith commented, “We hope to build on the positive results yielded from last year’s campaign with an improved iteration rebranded to mark our island’s 50th anniversary of independence. This year is already off to an encouraging start and by launching this promotion early, we hope to sustain that performance through the traditionally softer summer and fall months.”
CEO of the Barbados Hotel & Tourism Association (BHTA), Sue Springer, added that the BHTA and its hotel members are very excited to once again be partnering with the BTMI in this national marketing package.
“It is hoped that with the foundation laid last year with the Brilliant Barbados brand, together with the additional excitement being evoked by the celebrations of Barbados’s 50th anniversary, that the program will be very successful and assist in driving extra business for the members during the softer periods.”
The booking code, BB50, can be used to redeem the available offers, which vary across source markets. Travellers must book their travel between January 15 – February 14, with travel being necessary between the periods of April 15 June 30 and September 1 October 31.
This aggressive form of direct marketing worked well to engage potential visitors in 2015, leading them to the dedicated website www.brilliantbarbados.com. There, participating BHTA partners can be easily viewed and accessed. Last year’s efforts resulted in over 100 000 click-through impressions to Brilliant Barbados microsite and millions of media advertising impressions. It is anticipated that the initiative will play its part in reducing the seasonality of the island’s tourism market and aptly complement the national 50th Jubilee Independence celebrations. (PR)