Barbados “taking over” UK

Barbados is “taking over” some streets across the United Kingdom (UK) and Ireland.

In a Barbados Tourism Marketing Inc. (BTMI) campaign that started in September, images of Barbados are splashed across more than 55 taxis in London, and buses in Ireland and other parts of the UK including Glasgow and Wales, aimed at promoting travel to this country.

BTMI’s Director for the UK Cheryl Carter, said the objective is to make sure that Barbados remains top of mind for travellers.

She explained that the campaign was strategically timed to coincide with the Virgin Atlantic and British Airways autumn sale periods, while complementing the timing of the BTMI’s roadshows in Scotland and Ireland, which saw a delegation of local tourism partners, led by Minister of Tourism and International Transport, Kerrie Symmonds.

She said the UK remained the island’s top visitor arrivals producer, with an 8.3 per cent growth in arrivals from that market at the end of September, compared to the same period in 2018.

Carter, however, said there were further opportunities for growth to be explored, identifying Scotland and Ireland.

“We realised that while it’s important for us to have a very strong presence in the digital and traditional spheres, we must employ multiple touchpoints to reach consumers across these regions, hence the incorporation of a strong out of home strategy,” she said, explaining more about the campaign which encompasses print, television, radio and digital marketing. 

Carter said the campaign would run for varied lengths across the cities through to the end of the year, while advertising on buses in Glasgow and Wales would run for one year. (PR/CM)