St. Lucia

Lose Yourself in Saint Lucia

Vision & Objectives

▸ St. Lucia Hotel & Tourism Association’s Vision:▸ “To be the leading catalyst for

developing St. Lucia as the best island destination in the world.”

▸ Our objectives ▸ 1. Increase awareness of the St. Lucia

Hotel & Tourism Association

▸ 2. Increase tourism to St. Lucia

Introduction to St. Lucia

▸ Located in the heart of the Caribbean, between Barbados, St. Martinique, and St. Vincent & The Grenadines

▸ Boasts a tropical climate with an average temp of 84˚F

▸ Population: 173,765▸ National language: English

Audience▸ Target Media:

▸ Top-rated broadcast morning news show

▸ Consumer travel publications

▸ Target Audience: ▸ Affluent travelers, ages 35-60

▸ Annual household income averages $250,000

▸ The majority are female (54%)

▸ On average, took five leisurely trips in 2013

▸ Spent an average of $9,765 during their travels

▸ Seven out of ten took trips outside the continental U.S.

▸ The Caribbean was the second most popular destination (41%)

Source: MMGY Global. “Number of Affluent Travelers Rises Along with Travel Intentions According to POAT,” Nov. 20, 2013. Retrieved from: http://www.mmgyglobal.com/News/News-Article/?id=117504

Strategy & Tactics

▸ Strategy: Position St. Lucia as the go-to destination for rest and relaxation.▸ Launch a national campaign that calls on

Americans to relax more.

▸ Engage top travel journalists to generate interest in St. Lucia.

▸ Tactics:▸ Introduce National Check Out Day, a new

holiday that celebrates rest and relaxation.

▸ Host an exclusive media event showcasing St. Lucian culture.

Check OutCampaign

▸ National Check Out Day CampaignA new holiday that celebrates “checking out.”

▸ Pitch a relaxation segment to a top-rated morning or daytime talk show.

▸ On-air massages for hosts.

▸ St. Lucian spa gear.

▸ Teaser videos.

▸ Social media campaign culminating in vacation giveaway.

▸ Press release to national news outlets.

Target Shows

Outlet First Name Last Name Title

Good Morning America Ali Ehrlich Segment Producer/Booker

Today Brian Cohen Booking Producer

CBS This Morning Kaci Lindhorst Producer, Booker

The Daily Buzz Reina Carbetta Executive Producer

Ellen DeGeneres Show Bonnie Horton Senior Talent Booker

LIVE! with Kelly and Michael Mariann Sabol Segment Producer

The Rachael Ray Show Tommy Crudup Senior Talent Producer

The Queen Latifah Show Carly Grose Associate Producer

The View Natalie Bubnis Talent Producer

The Talk Jen Furmaniak Talent Booker

Pitch & Press Release

Media Cruise▸ Media event on Hudson River

yacht cruise▸ Top travel journalists invited▸ Check in your device upon boarding▸ Enjoy Saint Lucian cuisine and music

▸ Sweet potato and coconut soup

▸ Caribbean lamb salad

▸ Cajun Creole vegetable bake

Design & Social Media

Logo Redesign

▸ Old logo▸ Corporate style

▸ Difficult to read

▸ New logo▸ Caters to our target market▸ Incorporates flag colors and

island imagery▸ More iterations

Facebook Artwork

Facebook Artwork

Facebook Artwork

Twitter Artwork

Twitter Artwork

Twitter Artwork

Check Out Day Posts

Teaser Videos

▸ Three 15-20 second videos promoting National Check Out Day

Day at the office Traffic Jam Baggage Handler

Budget & Timeline

Budget

TimelinePhase 1: May Phase 2: June Phase 3: July Phase 3: Aug - Oct

Brand briefingExecute Hudson River media event

Launch social media campaignTailored pitching to travel, food and luxury lifestyle writers

Coordinate yacht cruise event details

Release teaser videosPost NCOD news release on wire

Tracking and monitoring

Create press materialsIdentify and retain spokesperson

Execute NCOD morning broadcast

Measure results

Create Hudson River invite list, invitations

Media train spokespersonSelect winner of NCOD social media vacation

Develop teaser videos Tracking and monitoring  

Redesign logo, update website and social media platforms

Pitch NCOD to morning news/daytime talk shows

Thank You!