Cayman Islands campaign designed to educate trade and consumers
The Cayman Islands is running a trade and consumer campaign to tell British travel agents and travellers where they are situated in the Caribbean.
“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,†said Don McDougall, the Department of Tourism’s regional manager for Europe.
“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.â€
The advertising campaign claims ‘It’s not who you know, but where you know’, with the strap line – ‘the other side of the Caribbean’.
The campaign is designed to portray 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.
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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