Agency: Souk Communications
Client: Cayman Islands, Department of Tourism
“Most people don’t know where the Cayman Islands are” And they think that’s just “perfect” for tourists looking to escape the masses.
That is the message from the latest advertising campaign to be launched by the Department of Tourism for the three diminutive islands that make up the Cayman Islands.
Print advertisements are appearing in national newspapers, dive magazines and across all travel trade publications.
A weekend promotional campaign with the chance to win a holiday will also run on Classic FM, while an online campaign is also being run concurrently.
The ATL campaign is supported by the destination’s innovative new micro site, giving an in-depth virtual insight into all aspects of the islands above and below water.
The strap line - ‘the other side of the Caribbean’ - appears on all advertisements and portrays not only the islands’ geographical location, but also their lack of mainstream tourism attributes largely associated with the Caribbean, such as all-inclusive resorts, buffet-style dining and packaged weddings and honeymoons.
Don McDougall, the Department of Tourism’s regional manager for Europe, said “Market research has shown us that the vast majority of the British travelling public simply do not know where in the Caribbean we are – in fact, many do not associate us with the Caribbean at all.
“We see this as a huge opportunity to promote our enviable ‘off the beaten track’ location to those who don’t want to follow the pack.”
He adds, “While the Cayman Islands has seen annual growth in tourism from this market every year since 2004, The Cayman Islands still only receives 15,000 visitors every year from the UK which barely leaves a footprint on Seven Mile Beach, not to mention the rest of the islands which are virtually undiscovered by most.”