Elevating Barbados from the Caribbean “Sea of Sameness”
|Client: Barbados Tourism Authority
ISM developed a strategic campaign that elevated and repositioning Barbados as the heart and soul of the authentic Caribbean.
Help a struggling island stand out in a Caribbean market filled with larger, more developed competition while identifying and clearly defining its true soul.
Research showed that there was a large group of travelers who longed to find a more authentic and less homogenized Caribbean. We established Barbados as the “Authentic Caribbean” and developed an approach that better highlighted the island’s cultural, natural and historic assets.
Barbados gained a 6% share in growth from North America. “Best of Barbados” bookings up 27%, web traffic up 87%, and American Express bookings increased more than 17%.