Following the Antigua and Barbuda Tourism Authority’s largest brand marketing campaign to date, there has been a strong uplift in bookings. The UK Campaign promotes Antigua’s attractiveness beyond the beach. It was timed to encourage bookings to Antigua for a late summer holiday and to showcase how well the destination works for holidays during these months.
UK Tour operator partners involved in the campaign have reported spikes in Antigua bookings with Kenwood Travel 33% up and British Airways Holidays 85% up for the last week of June following the campaign launch. Additionally, Kuoni has seen a sharp increase in Antigua honeymoon enquiries for the past month.
On top of the interest generated by the multi-platform marketing campaign, the peak in bookings, specifically in the honeymoon market could be attributed to football player, Lionel Messi’s recent return from his honeymoon in Antigua which was reported heavily in the media. Prince Harry’s high profile royal visit last autumn would have also sparked interest into the twin island state of Antigua and Barbuda.
David Weatherson, Caribbean Destination Manager at British Airways Holidays says, “We are delighted that our investment in the Antigua and Barbuda marketing campaign has had such visible results. Antigua is an important destination for us at BA Holidays and this level of support from the Tourism Authority has really helped boost our numbers in these low season months.”
Jean-Marc Flambert, Vice-President Sales and Marketing UK & Europe at the Antigua & Barbuda Tourism Authority comments; “We are thrilled that our largest marketing campaign yet has had such tangible results for the destination and for the partner tour operators. The idea behind the timing of the campaign was to proactively push summer and autumn sales to the destination and it is encouraging to see that there is an appetite for Caribbean travel in these traditionally quieter months. We look forward to seeing the final results when the campaign comes to an end in August.” •