According to the U.S. Virgin Islands latest campaign, no one laughs like they do. Consider me intrigued as these days I think we could all use a good laugh.
As travelers look to escape from the cold this winter (god knows it is freezing in LA as we are in the 50s), the U.S. Virgin Islands Department of Tourism is supporting the Territory’s private sector partners with the relaunch of a $3 million marketing campaign, from JWT Atlanta, to stimulate travel to St. Croix, St. John and St. Thomas in the coming months.
The highly anticipated ‘Real Nice’ advertising campaign is back in full flight, after a year-long hiatus due to the devastating impact of Hurricanes Irma and Maria.
Leading up to the holiday season, two-thirds of the $3 million budget is being spent on cable television ads, with spots already in rotation across eight networks, including CNN, Discovery Channel, Food Network, Fox News, Hallmark Channel, Investigation Discovery, TLC, and Travel Channel. Watch one of the :30-second spots below:
According to a statement, the strategic goal behind the current efforts is to generate top-of-mind awareness for the Territory among active travelers seeking an authentic Caribbean experience.
The ‘Real Nice’ production, which consisted of close to 100 percent on-island talent and crew, gives consumers a look inside the Virgin Islands lifestyle and how it can transform a vacation into a distinct cultural experience.
In addition to the $2 million television spend, $500,000 will be allocated to digital advertising and social media; a $350,000 social media program has been launched to promote accommodations accepting vacationers this season; and the remaining resources will be directed to cooperative marketing and print advertising in various market segments.
The Department of Tourism will heighten the Territory’s visibility on television and social media channels like Facebook and Instagram as well as print media throughout the campaign, with a focus on adventure travel, history, culinary tourism and the marine industry. The marketing campaign is expected to deliver more than 150 million paid media impressions and increase traffic to VisitUSVI.com.
The campaign is gorgeous to look at filled with inspirational places and people. Who wouldn’t want to go for a Winter break? Especially when you’re in freezing LA. Let’s hope this kind of work from JWT keeps up after the merger with Wunderman.