St Lucia hopes Gavin Henson can help sell its romantic side
St Lucia is launching a six-week marketing campaign to coincide with it being featured as one of the key destinations in Channel 5’s new reality TV series, The Bachelor UK.
The series, starring rugby international Gavin Henson, starts on September 16.
The campaign will include national TV advertising on Channel 5 during the two episodes in which Saint Lucia features.
The creative will focus on the island’s status as a romantic honeymoon destination using the creative banner Made for Romance.
In addition to the above-the-line campaign, the Saint Lucia Tourist Board is launching a microsite on its website which will go live in mid September 2011.
Called ‘Made for Romance’, the microsite will allow on island hoteliers to upload added value coupons and discount vouchers to support the campaign.
Once a client has booked a holiday to Saint Lucia, agents and operators can send them to www.saintlucianow.co.uk to download the vouchers which can be redeemed on island or through their hotel.
The booking window is from 1 October 2011 to 31 January 2012 with travel from 1 October 2011 to 31 December 2012.
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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