St. Vincent and the Grenadines scoops award for Best PR Strategic Campaign at the Travel Marketing Awards 2013
St. Vincent and the Grenadines was announced a Gold standard winner at the CIMTIG Travel Marketing Awards 2013. Their Digital Detox campaign won top spot in the best PR strategic campaign category.
Four bgb created a campaign that saw St. Vincent and the Grenadines labelled the authentic, laid-back alternative to high-tech destinations. The initiative used research to promote the 32 islands and cays as a destination for people to switch off and relax.
Consumer research showed that 77% of people thought they’d be nicer people and have better relationships if they used their technology less. Positioned as an escape from the modern day ‘addiction’ to gadgets and technology, the ‘digital detox’ was packaged and sold by tour operator partners including Caribtours and Black Tomato and has resonated extremely well with a global audience.
The campaign was leveraged across print, radio and video news releases, generating over 85 pieces of print and online coverage. A twitter hashtag #detechSVG and facebook page generated buzz in the social space with web traffic to www.discoversvg.com rising by 66%. The destination also featured in a Mintel report on changing trends in consumer habits and mobile technology.
The Travel Marketing Awards is considered as the only travel industry event of its kind recognising marketing excellence in the travel industry. The event is attended by senior professionals from the entire spectrum of the travel industry as well as specialist marketing agencies.
Glen Beache, CEO SVGTA described the win as “a wonderful achievement for St. Vincent and the Grenadines, further cementing our appeal as an authentic Caribbean destination where the natural beauty, laid back vibe and friendly people offer visitors the perfect backdrop for switching off, slowing down and recharging batteries”.
