Omar Perez
As summer rolls around, so too do the promotional summer campaigns across the Caribbean. Last month, Anguilla launched "Exclusively Yours, Anguilla" as a reminder that the island is not just a winter destination. St. Maarten, meanwhile, recently unveiled "Twice the Summer," an ode to the twin-nation, French/Dutch island's cultures, to showcase its local offerings.
"A great campaign will highlight experiences and offers that travel advisors' clients will be interested in," said Steve Defontes, president and founder of Big Idea Advertising, which worked with St. Maarten on its recent marketing efforts, including a new logo and marketing materials and an extensive social media push.
"[Campaigns] present an opportunity to learn about new experiences, hidden gems and what is happening at the destination in season. Offering something that not everyone has experienced or that will become a 'memory of a lifetime' for a client is one of the most powerful things that travel can provide."
Summertime marketing typically promotes adventures, experiences and active, high-energy fun, unlike wintertime campaigns, which highlight escapes from the cold weather as well as relaxation and wellness.
"We are conditioned to expect summer to be a vacation period," Defontes said. "We aim to amplify the storytelling and the pace of the action in our marketing and social media campaigns."
Targeting its major markets that include Miami and New York, both of which have increased airlift to the island, Anguilla is running an active social media campaign, featuring imagery and videos of attractions that go beyond beaches and culinary experiences, instead emphasizing family, couples and friends travel, and active vacation experiences such as diving, hiking and kayaking.
"Our 'Exclusively Yours, Anguilla' summer campaign is an important component of our marketing strategy to position Anguilla as an all-year-round destination," said Kimberly King, chief marketing officer of the Anguilla Tourist Board, which will run its campaign through August.
Besides social media, St. Maarten holds regular destination webinars for advisors, a move prompted by the pandemic.
"What's nice about digital is when you do these webinars, 50 to 60 agents are able to watch in real time and talk to you and ask questions," said May-Ling Chun, director of tourism of the St. Maarten Tourism Bureau. "That is innovative connectivity."