Barbados Opens to Latin America

Barbados Tourism Marketing Inc. (BTMI), the island’s official tourism board, enlisted CIIC as its PR agency for Latin America to launch a multinational campaign that would position the island as a top Caribbean tourism provider for the region.

CIIC was tasked with promoting Barbados in five key markets leveraging the launch of a new Copa Airlines direct flight from Panama to Barbados in July 2018 that would connect the island to the rest of Latin America. This was to be the first route between both territories and would create more accessibility for Latin Americans to visit the destination.

Based on marketing analytics, the agency focused on creating a plan that would zone in on markets with high-income levels and potential business growth and investment, including Panama, Argentina, Colombia, Brazil, and Chile. In these markets, our strategy was to capture the interest of travelers, families and cultural enthusiasts interested in sports, romance, gastronomy and multigenerational travel. Read more here.

Results

• 3 Million Media Impressions

• 187+ Secured Coverage

• 872,000 Social Media Impressions