Barbados targeting families with new tourism campaign

The Barbados Tourism Marketing Inc.’s (BTMI) summer campaign, ‘Brilliant Barbados: Kids Stay and Play Free’, is placing a strong emphasis on added value for kids as they promote Barbados as an ideal destination for families.

“Summer is traditionally a heavy family travel period for us,” reported William ‘Billy’ Griffith, CEO of the BTMI. “In response to that, we’ve developed this campaign in association with key partners here, including hotels and attractions, as we aim to be more competitive to the family audience.”

“We currently have over 50 accommodations participating in the summer campaign, across several categories,” Griffith added. “From all-inclusive options such as Savannah Beach Hotel on the South Coast, to luxury hotels such as The Crane in the East, as well as a number of villas, condos and apartments; we made sure we are appealing to every class of traveler.”

Rudy Grant, CEO of the Barbados Hotel and Tourism Association (BTHA), lauded the BTMI for working with the BHTA to develop the summer campaign. “Joint marketing actions by the BHTA and the BTMI, the marketing arm of Barbados’ tourism industry, creates the ideal partnership for the development of the tourism industry. It allows us to execute comprehensive, cohesive programs that will appeal to our target markets. The variety of accommodation properties participating in this program illustrates the diversity of the Barbados tourism product, and creates a better opportunity to entice diverse families looking for the perfect summer holiday. Programs like these help to reduce the seasonality we normally experience in the hotel sector.”

Entry to several attractions is also being offered to families to enrich their stay. Kids and their parents can enjoy a unique underwater experience in the Atlantis submarine, tee off at Barbados Golf Club, and explore the rugged side of Barbados on an Island Safari, just to name a few.

Strategically enhancing with digital

“We are already marketing the Brilliant Barbados campaign aggressively in all of our international markets through our traditional channels; however we are also supplementing these efforts with a strategic, integrated digital marketing component,” Griffith announced.

The BTMI launched a microsite which houses all of the information for the campaign, including descriptions of participating accommodations and attractions. Visitors can discover the uniqueness of destination Barbados, and follow the steps to book their stay.

The campaign is also supported by other digital initiatives including robust social media campaigns on Facebook and Instagram, as well as newsletters and online advertising in prime digital real estate.

“As consumers’ booking habits continue to diversify, we are charged with ensuring we remain competitive, particularly in the digital field. Barbados was recently ranked number one in the English-speaking Caribbean for overall Tourism and Travel Competitiveness in a biennial report published by the World Economic Forum. One of our strongest performing areas was Prioritization of Travel and Tourism Competitiveness, where we ranked number eight in the world. We also had a particularly strong performance in ICT readiness compared to the rest of the region. We therefore see investing in digital as a tactical means of honing our strengths as a destination,” Griffith said.

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