Bringing the sights, sounds & sensations of Antigua & Barbuda alive
CLIENT
Antigua & Barbuda Tourism Authority
DISCIPLINES
Broadcast PR
Hosting Jazz FM live the island of Antigua & Barbuda.
Our brief was to promote Antigua and Barbuda as the go to holiday destination for 40+ and ultimately drive bookings. From their 365 beaches, island culture, local stories and celebrations, we wanted to highlight that there is something for everyone in Antigua.
In order to the communicate the island’s points of differentiation for holiday makers, we set out to deliver a sustained, longer-term radio campaign with an engaged audience would be the most effective route. We secured an opportunity to sponsor Jazz FMs Drivetime show for 8 weeks to ensure high penetration with their key audience of 40+.
Generating 10,000 competition entries and 3,500 opt ins
The partnership was centered around a competition to win a free holiday to Antigua. The on-air trails ran during weeks 1-4 with the promotion of the competition and presenters driving listeners to the website to enter, building anticipation towards week 5 for the live drivetime show, live from Antigua. Jazz FM produced their show all week from the island and posted supporting content on their website and social channels. We shared everything that Antigua has to offer – Shirley’s Heights (where you can watch sunset from thousands of feet up), swimming with Stingrays, and sharing the history and culture of the island.
Stories were crafted around bringing the sights and sounds of the island to life for listeners using the medium of radio – we spoke to interesting locals who had made a name on the island. During week 5 the whole four hour show Monday to Friday included various interviews and every link talked about Antigua.
The campaign had fantastic success – we generated over 10,000 entries of the competition via the Jazz FM website with 3,500 opt ins to the Tourism Boards database.
This was a
Broadcast PR
Project for Antigua & Barbuda Tourism Authority
