The Antigua and Barbuda Tourism Authority (ABTA) has partnered with the Barbuda Council and UK creative agency Motel to create and launch Barbuda’s first-ever promotional campaign.
Antigua’s sister island, Barbuda is famous for its pink sandy beaches but is almost untouched by tourism. The island has a population of only 1500 and is accessible only by boat, helicopter or an eight-seater plane.
The campaign aims to position Barbuda as an “off the beaten track island escape”.
ABTA said in a statement: “Unlike your usual tourism advertising, this campaign doesn’t plead with customers to visit.”
The campaign focuses on Barbuda’s iconic Luis Beach with the copy: “We have one ferry, two flights and ten taxis, we’d love you to come, but please, not all at once.”
The Country’s Tourism Minister, The Honourable Charles “Max” Fernandez said: “This campaign cleverly helps manage expectations because if interested travellers can’t book a flight or room, they will understand exactly why.
“More than that, we hope that this idyllic campaign truly captures the uniqueness and warmth of the local Barbudan community and is in keeping with our strategy to show the world the unsurpassed beauty of the sister island.”
Colin C. James, Chief Executive Officer at the Antigua and Barbuda Tourism Authority commented: “We have spent many years marketing Barbuda as part of the overall Antigua and Barbuda package.
“Barbuda is a special place in its own right and has an increasing number of unique things to offer. Motel’s understanding of both how to create impactful, memorable advertising along with their knowledge of Barbuda as a destination and what makes it so unique, made them the perfect agency to work on our brief.”
Shot on location in Barbuda by local photographer Mohammid Walbrook and Motel Creative Director David Boynes, the campaign will be running across Press (in titles including Condé Nast Traveller and Wanderlust), DOOH, Social and travel media such as TripAdvisor in the key ABTA markets UK, US and Canada from March 21, 2022.
Calsey Joseph, Tourism & Culture Chairperson within the Barbuda Council says, “We anticipate that Barbuda will be marketed at its peak throughout this campaign.
“Barbuda offers many opportunities for the perfect getaway – a chance to enjoy nature, the pink sandy beaches, the weather and our popularly known seafood cuisines. Barbuda, we live it…you’ll love it.”
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