Marketplace Excellence | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
- Main Telephone
- (201) 861-2056
Marketplace Excellence Contacts
Sample of Related Brands
Millennial Media Opps: Virgin Islands Tourism debuts $3M ad campaigns after post-hurricane restoration
JWT Atlanta, is back in full flight. Up until the holiday season, two-thirds of the $3 million budget was allocated towards cable TV spots (see above) in order to make the Virgin Islands top-of-mind as tourists plan their winter getaways. Aside from the $2 million TV budget, $500,000 went towards digital and social media ads, $350,000 towards a social media program and the remainder towards cooperative marketing and print ads.
The campaign will also consist of event marketing that features several various authors and journalists. Potential travelers will have the chance to win "girls' getaways" and social influencer trips through events like the St. Croix Triathlon and February's Agrifest. Additionally, a "Made in the Virgin Islands" program will roll out next year, along with new attractions and activities featuring local ingredients and volunteers. The campaigns authenticity will likely cater to millennials who appreciate unique and culture-heavy experiences (more here).
Per Kantar, VI spent $1.8 on measured US media in 2017.
Since the spots debuted late November, iSpot reports that the department has spent $1.2 million airing them across a wide variety of programs (see targeting right). It has already surpassed its total 2017 spend of $148,256, which had increased significantly from the $29,082 spend the previous year.
Since Pathmatics doesn't report any digital display spend yet this year, the VI must be focusing digital spend more on influencers. Last year, its full spend dropped to $107,000 from that of $373,000 in 2016. For now, sellers should focus on millennial-oriented print, social media and experiential opportunities.
Marketplace Excellence handles PR work.