Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The collaboration between JetBlue and Chefette on behalf of the Barbados Tourism Marketing Inc. centered around multiple strategic goals.
1. Goal: Generating Interest and Curiosity
- Bring visibility to both locals and tourists on the launch of new JetBlue flight to Barbados from New York City and Boston.
- The strategic plan was to use food trucks and create a pop-up experience that showcased popular Bajan cuisine through the Barbados exclusive fast-food favorite, Chefette. Emphasize JetBlue as the ideal carrier for travelers' journeys to Barbados.
2.Goal: Promoting Barbados Tourism
- Promote Bajan culture in major cities across the United States by showcasing the Chefette menu and offering an exclusive Chefette experience. -- Creating a lively and welcoming environment for many to experience Bajan cuisine.
- Increase participation and business during Barbados' traditional "trough period," which typically experiences lower tourism activity.
3. Goal: Fostering Cultural Connection
- Create a sense of community and nostalgia among Bajans abroad through the Chefette Food Truck and introduce Bajan cuisine to locals who haven’t visited the island.
-Encourage Bajans and tourists to choose JetBlue flights and explore Barbados while enjoying their favorite fast-food restaurant.
4. Goal: Strong Brand Collaboration
- Solidify the enduring partnership between BTMI and JetBlue.
- Highlight the synergy between destination marketing and airline services, demonstrating how both organizations work harmoniously to achieve their business objectives.
- Showcase JetBlue's new airlift service as a pivotal development, marking a new era of convenience and accessibility for travel between the USA and Barbados.
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)
1. Generating Interest and Curiosity:?The BTMI & JetBlue 'Chefette Food Truck' presence in New York City and Boston generated significant interest among locals and tourists. This eye-catching food truck, featuring tantalizing Bajan cuisine, piqued people's curiosity about Barbados as a travel destination, emphasizing JetBlue as the ideal carrier for their journey.
2. Promoting Barbados Tourism:?The Chefette menu and the exclusive Chefette experience in the United States brought Bajan culture to life in major cities. This focus appealed to both the Bajan diaspora and American tourists, inviting them to explore the enchanting experiences that Barbados had while highlighting the convenience of JetBlue's nonstop service to the island.
3. Synergy with Barbados Food & Rum Festival:?The campaign seamlessly aligned with the annual Barbados Food & Rum Festival. Connecting Chefette’ s culinary offerings with the festival aimed to attract more attendees, resulting in increased participation and business during Barbados' traditional "trough period," which typically experiences lower tourism activity.
4. Fostering Cultural Connection:?The BTMI & JetBlue 'Chefette Food Truck' campaign was a cultural exchange, fostering a deep sense of community and nostalgia among Bajans abroad. Leveraging this artistic rapport, BTMI showcased its commitment to nurturing cultural bonds, compelling Bajans and tourists to choose JetBlue flights and explore Barbados while enjoying their favorite fast-food restaurant.
5. Strong Brand Collaboration:?The campaign solidified the enduring partnership between BTMI and JetBlue. This collaboration highlighted the synergy between destination marketing and airline services, demonstrating how both organizations worked harmoniously to achieve their business objectives. JetBlue's new airlift service also played a pivotal role, marking a new era of convenience and accessibility for travel between the USA and Barbados.
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?
The JetBlue and Chefette collaboration has demonstrated exceptional returns on investment (ROI) through various approaches. The partnership resulted in a 40% increase in direct bookings via JetBlue, a testament to the strategic approach during the event and prior efforts. The collaboration's social media presence gained over 2 million impressions on various platforms which showcased the resonance it had with our target audience.
Additionally, the collaboration garnered substantial earned media coverage, securing a total of 24 placements both online and offline. These placements brought visibility to Barbados as a tourist destination as well as contributed to the total ad value which surpassed $17 million and over 1.5 million impressions.
Entry Title
BTMI Chefette x JetBlue Launch
Division
Public Relations/Communications - New Opening/Launch
Category
Public Relations/Communications