Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? The British Virgin Islands Tourist Board (BVITB) has long positioned the destination as “Nature’s Little Secret” and the anecdote to a stressful life. With the onset of the global pandemic and the inability for U.S. travelers to visit the Island for their dose of tranquility, the Agency knew we needed to, instead, bring a BVI remedy into our homes. It was known by the Agency that, due to funding restrictions, BVI would soon need to reduce or pause most North American sales, marketing and public relations activity. It was important to all to provide fans and followers of the Islands upbeat messaging and useful content in what could be the last communication touch point for some time. Through a joint public relations and marketing effort, the Agency sought to highlight the world-famous BVI cocktail, aptly named the Painkiller, and let fans in on the secret of how to make this iconic drink. The objective was simple: To bring a little bit of light and joy into a stressful world, and with in-home kitchen and bar activity being a growing trend, the BVI Painkiller was a timely treatment.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)With Agency PR support, the BVITB hosted a Virtual Happy Hour on April 8 inviting 17 select top-tier media to a cocktail making class. The journalists received a customized mailer including all the ingredients to make their Painkiller along with press materials detailing what’s new in destination. The invitation was also extended broadly to BVI’s own fans and followers as well as to the Caribbean Tourism Organization list, which resulted in a live attendance of over 1,700. At-home bartending successes were shared on the attendee’s own Instagram Stories, bringing the Painkiller to the audiences of writers and contributors from publications such as Forbes, Betches, AFAR, Saveur and The Boston Globe, with a total incremental audience of 606,709 followers. Following the event, the Facebook Live session was added to the BVITB page and, to date, has received over 14,000 views. The recipe and historic story of the BVI Painkiller was also pitched to U.S. media, generating a further nine stories in outlets such as Boston Herald, Thrillist, and Business Insider to a combined UMV of over 99 million. While the majority of BVI planned paid media investment needed to pause, the Agency leaned upon long-time advertising partner Bonnier to distribute the Painkiller recipe through targeted email and Facebook promotion to a long-time BVI key audience, the sailing community. Painkiller emails to subscription lists for Cruising World, Sailing World and Yachting received an incredible 61% email open rate, outpacing BVI’s 41% open rate average, with engaged recipients opening the email on average 2.3 times. Socially on Bonnier channels the recipe also exceeded industry averages with a 2.5% engagement rate. Furthermore, through seeing the high interest in the content, Bonnier opted to add an earned article with the recipe on CruisingWorld.com with earned UMV of over 180,000.

Entry TitleBritish Virgin Islands Virtual Painkiller Happy Hour

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies