Marketing Campaigns Done Right:
Over the past few weeks many destinations have swiftly shifted from marketing tactics and promotions focused on selling to finding authentic and genuine ways to connect with travellers while showcasing what makes their tourism offer unique. Here are a few Caribbean campaigns that are hitting the right note — both literally and figuratively — during COVID-19.
Escape to Jamaica
The Jamaica Tourist Board (JTB) is using its digital platform to deliver a virtual care package to uplift and inspire followers around the world who are currently practicing responsible social distancing.
“Escape to Jamaica” will occur weekly on the @VisitJamaica Instagram channel. In addition to sharing “irie” vibes, the series will also feature live cooking demos and pre-recorded wellness sessions.
“We’re aware that people from all corners of the globe may be in need of an escape with what’s happening right now. With this live series, Jamaica offers a virtual getaway through our music, cuisine, culture, warm people and that unmistakable Jamaican spirit,” said Donovan White, Jamaica’s director oftTourism. “Since visitors are unable to come to us at the moment, we want to bring the ‘Heartbeat of the World’ to their homes. Jamaica will be here to welcome travellers when the time is right. We want our followers to know we can only get through this together.”
Following is the current schedule of the “Escape to Jamaica” series, with additional dates to be announced:
April 8: Chef Andre Fowles – Food Network Chopped Champion and Culinary Ambassador for Miss Lily’s in New York, Negril and Dubai
April 10: DJ Delano – Renaissance Disco
April 15: Rousseau Sisters – Jamaican Sisters, owners of SummerHouse in Kingston and Authors of Provisions, The Roots of Caribbean Cooking
April 17: ZJ Chrome – Zip 103
The Instagram Live series kicked off with one of Jamaica’s leading disc jockeys, ZJ Sparks, who hosted a virtual dance party spinning the latest reggae and dancehall hits live from Jamaica, helping viewers chill and unwind after another week of social distancing.
The first wellness session took place on April 6 with Empress Thandi Wise, Certified Yoga Instructor from Rasta Wellness Centre and Jakes Hotel.
For the next session, followers can tune in on April 8 at 6 p.m. EST for a live cooking demo with Chef Andre Fowles, Food Network Chopped Champion and Culinary Ambassador for Miss Lily’s in New York, Negril and Dubai.
USVI launches new 'Home Wuk' series to reduce impact of isolation
In response to the postponement of Carnival Virgin Islands on St. Thomas due to the COVID-19 pandemic, the U.S. Virgin Islands Department of Tourism’s Division of Festivals has launched ‘Home Wuk’, online social gatherings designed to create a sense of community, camaraderie and a “virtual” Carnival experience.
The series, which was developed to help meet the need for people to focus on matters other than the global health crisis, premiered at a time when Virgin Islanders would have been gearing up for Carnival celebrations, which were scheduled for April 3 to May 4.
“We know everyone was looking forward to Carnival, but postponing it was the right thing to do to make sure we help stop the virus from spreading,” said Ian Turnbull, Director of the Division of Festivals. “With the ‘Home Wuk’ series, we can lift people’s spirits and bring the VI Carnival vibe to everyone in the safety of their homes.”
The first ‘Home Wuk’ party was held on Saturday, March 28, and was hosted on the Division’s Facebook page in collaboration with Insomniacs J’ouvert Troupe. The event featured the USVI’s DJ Avalanche, dubbed “The Caribbean’s Hottest DJ”. For almost two and a half hours, DJ Avalanche served up energizing, feel-good music from the Virgin Islands and the region. The online event attracted more than 63,000 views and nearly 1,500 shares.
One viewer stated: “Nice concept, I love the virtual jam!” while another commented: “We jamming from far, social distance.”During the live show, DJ Avalanche hammered out the importance of following the recommended public health guidelines during the coronavirus pandemic. “You gotta be careful on the street. Make sure you have your mask, make sure you wash your hands, make sure you stay safe.”
The Division of Festivals continues to develop initiatives to promote the Territory’s culture and heritage, and will share its plans for rescheduling Carnival, St. John Celebration and other cultural events once the crisis has subsided.
Follow the Division of Festivals on Facebook (www.facebook.com/USVIFestivals), and for more information contact the team at [email protected].
Discover Puerto Rico
With hopes of keeping the destination in mind for future visits, Discover Puerto Rico has launched a series of virtual getaways featuring salsa classes, cooking demos, cocktail making lessons and more.
As we all come together to help stop the spread of COVID-19 and find ourselves in our homes, daydreaming, and seeking creative inspiration, Discover Puerto Rico wants to share the joyful and uplifting spirit of the Island’s vibrant culture.
Only 15 minutes until we start tonight’s #InstagramLive #Cooking Demo with Chef Juliana González from Caña by Juliana González at the Fairmont @elsanjuanhotel. See you on our Instagram channel (@discoverpuertorico) at 7pm EST! #DiscoverPuertoRico https://t.co/kImA2ojybj pic.twitter.com/1VVlYN9V4z
— Discover Puerto Rico (@discover_PR) April 4, 2020
Visit https://www.discoverpuertorico.com/weekend-getaway-to-puerto-rico for the latest ways to have a virtual weekend getaway to Puerto Rico.
Another great example is the Saint Lucia Tourism Authority’s “7 Minutes in Saint Lucia” social media series, which we featured last week.
