In its previous destination campaign, the Tourism Authority of St. Kitts wanted to highlight activities. In his most recent, he wants to emphasize vibrations.
Last month, the tourism authority launched its ‘Venture Deeper’ campaign. Last year’s ‘Awaken Your Sense of Wandering’ campaign focused more on activities such as rainforest zip lines, catamaran sailing and rides on the Scenic Railway. The new campaign offers fewer physical activities and more immersive visual images, with a focus on virgin territory, culture and farm-to-table cuisine.
“The brand’s new campaign celebrates discovery and curiosity as lifelong pursuits in travel and builds on the distinct characteristics of the island while introducing elements of self-discovery and introspective intention,” said Ellison “Tommy” Thompson, CEO of the Tourism Authority. of St. kits.
Compared to the previous campaign, the new aesthetic comes from “the island itself,” Thompson said, featuring a color palette of soft, muted, earthy tones, including rich green and pastel pink inspired by the rainforest of St. Kitts, the beaches and their sunset. views
Target markets include New York City, Atlanta, Charlotte and Miami. Placements include social media, television and online advertising and billboards and other signage.
This year, several countries launched new tourism campaigns, including Puerto Rico’s “Live Boricua,” the Cayman Islands’ “Dream in Cayman,” Bermuda’s “Lost Yet Found,” and the U.S. Virgin Islands’ “Naturally in Rhythm.”
Last season, from October 2021 to September 2022, St. Kitts (not counting Nevis) received about 350,000 cruise passengers and about 76,000 air arrivals.
Saint Kitts and Nevis dropped its Covid entry rules in August, when travelers were not required to present a negative test or show proof of vaccination or quarantine upon arrival. But because the protocols were lifted during the slow months, the tourism authority has not yet determined the uptick in visitors until the winter season ends, Thompson said.
Airlines have reactivated or increased the frequency of trips to the island for the winter season. American Airlines will resume weekly Saturday flights from New York starting November 5; twice-daily seasonal flights from Miami begin Dec. 15; and weekly Saturday flights from Charlotte begin Dec. 3. United will resume weekly Saturday flights from Newark Liberty on December 3.
“Our expectation is that we will see more heads in beds,” Thompson said. St. Kitts has about 1,600 hotel rooms.
Thompson said the tourism authority is arranging trips for travel advisors to fly from San Juan to St. Kitts, in addition to offering specialized programs and cash incentives for travel advisors to book St. kits. Travel advisors account for about 40% of St. kits.