THE?BRITISH?MARKET will receive an extensive advertising and public awareness blitz aimed at promoting Barbados as the destination of choice.
This was confirmed by David Rice, president and chief executive officer of the Barbados Tourism Authority (BTA), at the Backin’ Barbados UK Travel Agent Symposium And Marketplace held Thursday at the Lloyd Erskine Sandiford Centre, Two Mile Hill.
The move comes in light of the ÂŁ7 million (BDS$22 million) budget allotment to the British marketing efforts, which Rice explained would be redirected to a unique and massive advertising campaign that will include a sustained presence in the national Press and on television and radio, outdoor and online campaigns and trade advertising.
In addition, the campaign will also target less traditional means of advertising within Barbados’ major tourism market, including promotions in select cinemas in London and taxi, billboard and bus stop ad placements in key cities like Manchester.
Rice also confirmed that the advertising campaign would be launched in time to encourage more bookings within the December to January period which usually generated 35 per cent of yearly bookings.
He also said that the BTA had set a target of 200 000 arrivals out of the British market, and expected that the campaign would better position the island to achieve this.
The efforts came on the heels of a steady rebound of the market, which has been hit by several setbacks throughout the year including the volcanic ash cloud, the air passenger duty (APD) increases, and the recent snow storms that affected air travel throughout Britain for three consecutive days last week.
This year’s Backin’ Barbados programme has recruited 50 agents from key travel agencies throughout Britain and Europe, bringing them to the island to not only experience the local product first-hand, but also create synergies with local tourism partners. (GE/PR)
