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)

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?

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? The goal for the Bahamas Ministry of Tourism was to expand its reach on the global market, especially focusing on North American advisors, their main market, to build the industry back and provide them with the knowledge and the tools to participate in the destination recovery. Bahamas Agents was created to support advisors in all the stages of its journey all the way to the booking. The training section starts with foundations to learn more about the islands and earn initial certification as a Specialist, it then continues with specialization modules to earn ‘badges’ in line with some core markets for the Bahamas such as Dive, and Romance which is especially strong in 2021 with all the destination weddings and honeymoons resuming, but also MICE and Group Travel as well. The ‘Retain’ section of the program works as a resource to go back to as clients’ and prospects’ questions come through and it can also be used in presentation mode during a client’s meeting. On top of these training elements, Bahamas Specialist features a range of assets to start the conversation (top of funnel) with prospects and clients and sales collateral and deep links organized to help them answer clients’ queries and close the sale. The platform also includes an easily searchable directory of suppliers and experiences to sell, with filters to narrow down the search and quickly find suppliers matching with the clients’ expectations. To incentivize advisors and thank them for participation in the recovery, there is a ‘Rewards’ section where they can enter their bookings to be entered in a draw and win some prizes. Bahamas Specialist is a system that can seamlessly go from a laptop, to tablet to smartphone. The use of native apps allows agents to download and access critical selling information anytime, anywhere, and across any device.

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 program was decisive in the Bahamas recovery leading to visitor numbers recovering to pre-pandemic levels. It acted as real-time support for advisors, wherever they were and at any time. The combination of the training, easily searchable directory, promote and sales easily shareable collateral made it an essential place to come back to for advisors. The effectiveness of the program was measured thanks to the integrated Bahamas Rewards program for which all registered advisors have access to participate. In 2021, the rewards platform has verified over $3.7MM in bookings, which is beyond all expectations but in line with other indicators relative to the Bahamas being opened early and very accessible to the United States pent-up demand coming off 2020. The platform, (web, iOS, Android) launched February 2021. Advisors now have access to not just training opportunities, but additional consumer-facing collateral to help at the top of the funnel, easy access to the content to influence travelers and answer questions, with deep resources to close the sale. The tools they need to sell the destination at the tip of their fingertips, always in a pocket or purse. The program is also adapted to a modern advisor lifestyle placing the mobile approach at the center of the user experience for a more effective and time-efficient use when discussing with a client. The robust CRM dashboard connects the dots between who is training and who is actively selling, based on tracked behaviors. Here are the numbers from the CRM: Registered: 2,677 Started:2,241 Graduated:1,731 834 hours video watched 16,182 video views 10,301video shares 15,579 collateral views 12,423 collateral shares

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 was $120,000 for the training, sales enablement platform. For 2021 the rewards platform verified $3.7MM from advisors registered in this particular program. This does not represent all sales activity, but conservatively the ROI is currently around 37:1 conservatively The target ROI during the RFP process was along lines of 10:1 due to the nature of B2B and long tail of advisor sales and unknows of pandemic travel restrictions.

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 TitleBahamas Agents Program

DivisionRecovery Marketing - Recovery Marketing

CategoryRecovery Marketing