Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Barbados Tourism Marketing Inc. (BTMI) sought to drive year-round tourism to Barbados by increasing national media coverage in the U.S. The objective was to position Barbados as a premier destination for multi-generational and family experiences, while highlighting the island’s rich cultural heritage and natural beauty.
With a limited budget for travel, the key was to focus on high-impact opportunities that would reach the broadest possible audience. That meant zeroing in on syndicated writer whose influence could extend beyond a single publication. After identifying Eileen Ogintz, a well-regarded travel journalist known for her family-focused content and national reach, she was invited on an independent press trip. The aim was for her to craft a story that would be picked up by multiple outlets, significantly amplifying Barbados’ messages.
To ensure maximum coverage and alignment with Eileen’s audience, BTMI developed a personalized itinerary that would provide her with a well-rounded and unforgettable experience. It featured a diverse set of activities showcasing Barbados’ rich history, cultural authenticity, and natural attractions, with a focus on family-friendly and adults-only experiences.
Highlights of the itinerary included:
• A visit to the iconic Harrison’s Cave, a breathtaking natural wonder, and a night at the lively Oistins Fish Fry, where visitors experience authentic Barbadian culture and cuisine.
• A stay at one of Barbados’ premier all-inclusive resorts, providing the perfect backdrop for both family vacations and romantic escapes.
• Snorkeling with sea turtles, exploring the island’s beautiful beaches, and enjoying other outdoor activities, which emphasized Barbados’ appeal to travelers seeking both adventure and relaxation.
• Dining at some of the island’s best restaurants, introducing Eileen to Barbados’ rich culinary scene, with an emphasis on locally sourced, sustainable food, which tied into the message of eco-conscious tourism.
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)
The goal was to secure a single feature story that would be syndicated nationally. As a result, Eileen wrote two feature articles on Barbados and one round-up article featuring Barbados against its competitive set. Each article was syndicated, generating a total of 204 articles and 68,912,710 in national audience reach.
The article captured the essence of what makes Barbados a standout destination for both families and couples. Her storytelling emphasized the island’s unique ability to cater to multiple demographics, from adventurous families to couples seeking relaxation and luxury. Her coverage also highlighted the island’s commitment to sustainability and cultural preservation, adding an additional layer of appeal to conscious travelers.
The success of this campaign not only met but dramatically exceeded the initial goal of media placements. The positive coverage amplified Barbados’ visibility across key U.S. markets and reinforced its reputation as a diverse, must-visit destination for American travelers.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
With a modest investment of $5,662 and the original goal of securing at least one syndicated feature, more than 200 stories were published across major national and regional news outlets, maximizing the exposure for Barbados while remaining cost-effective.
The stories generated positive awareness of the island, driving attention to its key travel messages. This success demonstrated how a strategically planned and targeted press trip could deliver outsized results, even with limited resources.
Additionally, US visitation to Barbados also increased between May -July 2024 increased by 15,617 representing a 33% increase compared to May -July 2023
Entry Title
Barbados Maximizes Tourism Output with Syndication
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications