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Charlotte Amalie
Wednesday, July 17, 2024


Dear Source,
Over the past several years, the Department of Tourism, along with its marketing partner Ogilvy & Mather, has expended significant effort and funds to promote the United States Virgin Islands as a complete vacation destination. The department's strategy to promote the islands as a whole translates into offering consumers a true Caribbean experience. Within this approach, we are able to promote specific attributes of each island, giving each one a distinct personality. The result is an educated consumer that's able to select which island(s) he/she wishes to visit based on the type of experience they are seeking.
The department, however, does recognize the need to conduct special promotions to attract consumers to the island of St. Croix.
Commissioner Pamela Richards has undertaken several initiatives to promote St. Croix above and beyond its mass marketing campaign. A high percentage of all added- value opportunities (freebies that are negotiated with USVI's media partners) are used to promote St Croix.
Examples of this include:
– Ads in several magazines promoting specific St. Croix offers.
– Promotional tags on radio commercials announcing specific St. Croix events.
– Postcards and other direct mail pieces promoting St. Croix sent with magazines or to a magazine’s subscriber list.
– Contests offering free trips that promote specific St. Croix tourism partners. In addition to its U.S. initiatives, the department ran numerous ads in Puerto Rico offering consumers reduced airfare and hotel rates on St. Croix.
As part of the USVI’s regular marketing campaign, St. Croix receives one-third of all media exposure in TV, radio, print, outdoor and the Internet. St. Croix-specific television and radio spots were used to increase tourism to the island.
The department used national cable, spot TV and national Hotelvision to promote St. Croix. National cable networks include A&E, Discovery, CNN, TV Food Network, VH1, Travel Channel, MSNBC, Weather Channel, E!, HGTV and Learning Channel. Spot TV and radio ran in Atlanta, Baltimore, Boston, Charlotte, Chicago, Minneapolis/St. Paul, Cleveland, Dallas/Ft. Worth, Detroit, Miami/Fort Lauderdale, New York, Philadelphia and Washington, D.C., to support St. Croix
Multiple St. Croix-specific radio spots with various promotional tags (web site, American Express, tour operators, festivals) aired one-third of the time, supporting the winter and summer seasons.
St. Croix-specific ads ran in 120,000 hotel rooms across the U.S. in an effort to reach consumers who are predisposed to accept such messages due to their high incidence of travel.
The corporate meetings and incentive travel segment was also targeted through insertions in publications such as Corporate Meetings & Incentives, Insurance Conference Planner, Medical Meetings, Religious Conference Manager, Black Meetings & Tourism, MPI, Successful Meetings, Corporate & Incentive Travel and Meetings & Conventions.
Online promotions for St. Croix included WB Online Toon Marooned; WB Online in Britain, France and Germany; Bon Appetit; Gourmet; Delta Sky and US Airways Attaché.
Our new print campaign will target specific groups that are more likely to vacation on St. Croix. These include bridal, African-American, mature market, scuba and cultural/historical, just to name a few. The island-specific campaign will boast the many attributes the island has to offer visitors.
In addition to all media activities in the past year, the department plans to create and air special St. Croix-specific TV and radio commercials this summer.
St. Croix is a truly exotic Caribbean destination — an experience we would like the world to experience. From great shopping, cuisine, beaches, historical sights/architecture, golf, snorkeling, scuba, sailing, fishing and many other activities, St. Croix offers everyone a truly unique vacation. Our new campaign has been designed to reflect those attributes.
Jeff White, President
Ogilvy & Mather Atlanta

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