Caribtours, Kuoni and Gold Medal are among operators backing a summer sales push by the Antigua and Barbuda Tourism Authority.
The campaign, which also involves airlines and other trade partners, is timed to promote the Caribbean destination’s accessibility and drive sales during the summer period.
The promotion is the first work by tourism authority’s new creative agency, M&C Saatchi, which was been appointed this month following a competitive tender.
The creative uses Antigua’s beaches as the platform from which to drive awareness of the variety of experiences visitors to the twin islands can enjoy – from heritage and architecture to cuisine and beverage. The creative will be further developed over the coming months.
The campaign will run across outdoor and digital platforms.
The outdoor ads will run for two weeks starting this weekend, with the digital display and social media activity continuing for three months.
London commuters will be targeted with 17 large digital sites at
main train stations, including two at London Victoria and two at Waterloo.
A trade competition is running alongside the campaign until July 6, with agents invited to tweet a photo of the outdoor advert using hashtag #AntiguaBarbudaLondon to be entered into prize draw to win a bottle of Antiguan English Harbour Rum.
Antigua & Barbuda Tourism Authority UK and Europe sales and marketing vice president Jean-Marc Flambert, said: “We are delighted to be working with our key industry partners to proactively push summer and autumn sales to the destination.
“It has been very encouraging to see how supportive the trade has been of this campaign.
“At this time, it is important that we all work together to ensure that consumers continue to have the confidence to book.
“Travel agents play a big role in our strategy and we look forward to growing the revenue to the island together.”