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Elevating Barbados from the Caribbean “Sea of Sameness”

Client: Barbados Tourism Authority
Agency: ISM

Client Background

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%.

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