Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?Andros Island is just one of the 16 major island destinations that make up the 700 islands of the Bahamas. Historically, Andros Island has been neglected by the destinations marketing campaigns, a mere footnote in the overall marketing of the Bahamas. Yet it contains some of the islands most deeply valued treasures. Our goal: to introduce Andros Island to consumers who have historically known the Bahamas as “Nassau” or “Freeport, to increase awareness of the island overall, as well as to increase website visits and ultimately visitation to Andros. To do this, we flew a production crew to Nassau to capture high-end video and photography assets. From there we constructed deeply immersive digital experiences that we call “stories.” Each story highlights a unique, but extraordinary aspect of the island, while simultaneously introducing a way for travelers to experience that island. These four stories: Lessons in Deep Sea Discover Take first-tie divers into the waters just off Andros Island. A Fly-Fishing Dream Two fly-fishing guides born on the island take you to some of their coveted fly-fishing locales. Androsia Hand Made Batik The art of batik—an ancient Indonesian dying process—is alive and well on Andros Island Captain Bill’s Blue Hole There are over 150 magical, vertical voids called “blue holes” dotting the island of Andros. Each one a mystery to explorers and travelers alike. In addition, we added a robust Andros Island page to Bahamas.com to better showcase the island's unique assets and and better retain inbound interest.

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)In the six months since its debut, the stories have earned over 3 million impressions. That's 800K unique users 3-4 times. That includes over 300,000 video views. Over 70 thousand traditional website visitors and hundreds of thousands social interactions on Facebook, Twitter, Pinterest and more. To put that into perspective. In 2019, The Andros Section of Bahamas.com was visited just under 35,000 times. That's 2x the amount of web traffic. Time on site remained steady at over 2 minutes, which means that we doubled site traffic while not reducing quality of traffic. More importantly, however, Andros Island saw a 16% increase in visitation compared to the same time-period in 2019. It's critically important to note that 2019 was a record breaking year for The Bahamas with the highest number of visitation they have ever had. Visitation to Andros was 5,616 in 2019 and was 6,511 in 2021 (Mar - Aug) Note: Visitation numbers are conservative as they include only direct airlift to Andros and not travelers who connect through Nassau.

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?The budget for this project is confidential.

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?

Goals: Clearly state your marketing goals and audience. 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)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

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

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & Evaluation: How did the technologiy move the department or business foward to achieve goals, revenue or otherwise?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization's message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?

Entry TitleAndros Island - The Island of The Bahamas

DivisionIntegrated Marketing Campaign - Integrated Marketing Campaign

CategoryIntegrated Marketing Campaign