Development Counsellors International, Ltd. | Agency Profile, Contacts, AOR, Client Relationships
Service: public relations
- Main Telephone
- (212) 725-0707
Development Counsellors International, Ltd. Contacts
Sample of Related Brands
|Julie C.||President, Economic Development||NY|
|Karyl Leigh B.||President, Tourism||NY|
|Susan B.||Vice President, Digital Operations & Strategy||NY|
|Dariel C.||Executive Vice President||NY|
Campaign Imminent: Barbados Tourism names North American PR AOR (Score 51)
Most of the US work will come out of DCI's NYC office, with LA initiatives being handled out of the LA office. Travel-endemic sellers, therefore, should be reaching out for dollars.
Note that digital spend is actually down this year. Most of Barbados' dollars are spent during Q1, since the best time to visit is July-November, according to ocean's principal hurricane belt. Sellers should also keep in mind that BTM is looking to appeal to families, as well as childless travelers.
Tourism to the Caribbean overall was up 1.8% in Q1 (YOY), according to the Caribbean Tourism Organization, and Barbados also reported a yearly increase in visitation - up 6.7% in 2016 over 2015. Therefore, BTM is likely looking to capitalize on this momentum, so be looking for dollars in early 2018.
In April, BTM's US director Petra Roach told Travel Agent Central that the US market "continues on its growth trajectory, with 17% growth for Q1." She also added that the most challenging issue in the travel space right now is the "uncertainty surrounding international travel from the US by non-citizens" and getting an "understanding of the consumer sending journey on nonessentials," as well.
Agency readers - as ever, a PR hire is usually the first agency hired when a brand is looking to raise awareness in a high ROI way. Therefore, creative and/or media reviews could follow, particularly before the beginning of 2018 (remember, the PR RFP was issued in November). Also, Roach told Travel Agent Central last fall that she cannot bear "mundanity and acceptance of the status quo [sic]," so she doesn't seem adverse to changing things up.
Sponsorships: In the US, BTM has partnerships with the Brooklyn Nets and the Florida Panthers
Media Spend: According to Kantar Media, BTM spent $1.5 million on measured media in 2016. Majority of this was allocated to print ads.
Digital Breakdown: Pathmatics reports that BTM has spent $129,000 on digital display ads this year (10.1 million impressions). Ads are split between desktop (74%) and mobile ads (26%), and are mostly placed site direct (86%). Top ad destinations include: hotels.com, orbitz.com, expedia.com, travelocity.com and afar.com. This is down from $245,000 spent during the same period 2016.
For full 2016, $269,000 was spent, so majority of the budget was spent during H1 (specifically, Q1).
Barbados Tourism Marketing
820 Second Ave.
New York, NY 10017