DEPARTMENT OF TOURISM DETAILS PLANS TO KEEP
ITS "FINGER ON THE PULSE" TO ENTICE VISITORS TO THE TERRITORY
~ Hyper-Targeting, Social Media Initiatives and Cutting Edge Strategies will
highlight the Department's marketing team's strategy for tourism ~

ST. THOMAS, U.S. VIRGIN ISLANDS, June 16, 2010 — Commissioner of Tourism Beverly Nicholson Doty, Deputy Commissioner Chantal Figueroa and the Department's marketing team unveiled its updated marketing strategy and focus for the balance of the year to participants of the 17th Annual USVI Destination Symposium held at the Wyndham Sugar Bay on St. Thomas on Tuesday morning. The marketing team's presentation, with the theme “Keeping Our Finger on the Pulse” detailed the Department's focus on research and trends that have been used to develop its tourism marketing strategies for the coming year. The team scoured economic data, travel industry research, feedback from tourism partners and brand marketing trends to develop its strategy and also interviewed visitors on each island to formulate the most salient points that will resonate with potential visitors moving forward. Commissioner Nicholson Doty outlined the increased focus on trend data and research as a key element of the decision making process for the marketing strategy decision making process.

“As the U.S. economy begins to recover, our ability to grow market share and ensure long-term success for the Territory's tourism industry will be dependent on how closely we can follow and respond to trends in the marketplace,” said Commissioner Nicholson Doty, “Our marketing strategy has been carefully developed based on this approach.”

Moving forward, the Department will continue to focus its resources on the key geographic feeder markets for travel to the USVI based on data from airlines that provide service to the Territory. Activities will include media and travel agent outreach in addition to direct-to-consumer experiential events that reach a highly targeted segment of potential visitors with a measurable bookable offer. Markets in the Midwest and Texas, as well as select international markets, such as Canada and Scandinavia, will be a focus for the coming months.

Lifestyle positioning will also continue to be important component of the Department's marketing strategy, with dedicated campaigns targeting the Bridal/Romance, Dive, Family, Meetings & Incentives and Mature segments.

In addition to traditional advertising and public relations initiatives, the Department also outlined plans to expand the Territory's presence on social media and digital channels. Following the launch of its new Web site last year — www.visitusvi.com — the marketing team introduced several enhancements to maximize content, “searchability” (SEO) and ease of use. Moving forward, the site will feature RFP functionality for the bridal market, be translated into Danish and become ADA compliant.

To drive online conversation and positive word-of-mouth about travel to the Territory, the marketing team will extend the destination's presence on social media networks, including Facebook and Twitter. On DOT's Facebook page — www.facebook.com/VisitUSVI, the marketing team will incorporate “saplets” that will allow fans to share USVI cultural points of interest such as favorite recipes, stamps and plans for upcoming visits. This tool will provide an added mechanism to increase USVI conversations on Facebook.

On Twitter, the Department will promote its Twitter handle - @USVIMockoJumbie — to host special sweepstakes and “insider offers” to generate buzz among travelers using the social networking channel. The marketing team will also utilize its existing online consumer conversation monitoring tools to conduct outreach to influential bloggers in each key market and niche segment.

Also new for the balance of the year, the Department will begin to test “cutting edge” ways to reach potential visitors based on trends in the marketplace. Among them will be the use of Quick Response Codes (QR Codes) that can be scanned and read by iPhones and other smart phones to direct travelers to promotional offers or websites.

The emerging social networking site, Foursquare will also be tested as a means to reach potential visitors.

Lastly, the Department will capitalize on the emerging trend of Flash Mobs to create buzz in key markets. A Flash Mob is a guerilla marketing technique that consists of a spontaneous gathering that has been choreographed to grab attention for a specific message or brand. The marketing team demonstrated an example of how a flash mob might be used to promote travel to the Territory. Specific details are being determined.

Destination Symposium 2010

The Department has made the complete recap of the marketing team's initiatives and results over the last year available below.

 Twitter: www.twitter.com/USVIMockoJumbie
 Facebook:  www.facebook.com/VisitUSVI


Contact:

Allegra Kean-Moorehead
USVI Department of Tourism
Director of Communications
(340) 774-8784 ext. 2234 akmoorehead@usvitourism.vi

DEPARTMENT OF TOURISM UNVEILS NEW ADVERTISING CAMPAIGN
~ New creative entices travelers with "unscripted" vacation experience ~

The Department of Tourism has unveiled its new national advertising campaign.

The new positioning, "You, Unscripted" communicates how visitors can create their own unique vacation experience in the destination. The $6 million campaign will consist of 30-second TV spots, magazine, newspaper and Internet advertising. The ads will target a range of market segments including: Bridal and Romance, African American, Dive, Culture & Heritage, Sailing & Yachting and Meetings & Incentives.

The new creative features the "You, Unscripted" positioning, and incorporates the Department's new Mocko Jumbie logo, together with stunning scenery, cultural and historical icons and activities that highlight the beauty and diversity of a vacation experience in the U.S. Virgin Islands.

The Department of Tourism's advertising agency, JWT, worked with local vendors including caterers, casting, scouting, make up artists, wardrobe and production services. The ads were shot on all three islands and all ads feature residents of the Virgin Islands. The soundtrack for the radio and TV ads was recorded by the Rising Stars Steel Orchestra. The project contributed a total on-island spend of $1 million for production services.

The new campaign features travelers who have "lost" their everyday identity and "found" a new identity through their vacation experience. Icons and scenery from St. Croix, St. John and St. Thomas are featured throughout the ads which communicate the idea that visitors can script their own fantasies of exploration, adventure, romance and more in the U.S. Virgin Islands.

To develop the new platform, the Department of Tourism marketing team worked closely with on-island Industry partners and conducted in-depth research and focus groups to define the vacation experience today's travelers are looking for.

"The concept of offering travelers an unscripted vacation experience was conceived through research that revealed our potential visitors seek the freedom to indulge in a personalized vacation experience," said Commissioner of Tourism Beverly Nicholson-Doty. "We feel the new campaign will inspire potential travelers to visit and remind past guests of the variety offered by our islands."

The initial media buy for this campaign, which includes 30-second television spots, began on Monday, June 15 and will continue for six weeks on CNN, Style Network, TV One, DIY, E!, Investigation Discovery, Travel Channel, Fox News, Golf Network, BRAVO, TV Land, TNT and BET.

Sample Print Executions


Click here to download this ad.

ST. CROIX AD CAMPAIGN PROMISES A "PORT OF SOLACE"

In June 2008, the DOT launched a new ad campaign that truly captures the appeal of St. Croix. The aptly titled campaign is called St. Croix: Your Port of Solace.

The campaign was developed to support airline service to St. Croix and each ad brings solace to mind – from the island's gently rolling, tree-covered hills to signature images of Buck Island, Frederiksted, sugar mills and mocko jumbies during Carnival.

These images, along with the island's beautiful white sand beaches, rich culture and top diving locations, are also highlighted in the new "Port of Solace" DVD. The stunning scenes are shown with the calming melody of Enya's "Caribbean Blue" playing in the background.

The DVD serves as a marketing tool to provide travel agents, tour operators and media with a more vivid look at St. Croix and in-depth display of the sites, people and culture that make St Croix: Your Port of Solace.