The Bahamas is continuing to promote its less well known islands in its latest advertising campaign, following the success of last year’s promotion.
The Bahamas Tourist Board’s $1m UK advertising campaign, which runs through to April, focuses on the Bahamas as a multiple island choice, rather than a single destination.
Each of the islands, including Nassau/Paradise Island, Grand Bahama and Out Islands Abaco, Exuma and Eleuthera, is identified with a particular image. Harbour Island, for example, is associated with its famous pink sand and Abaco with its many water taxis.
In addition, Out Islands such as the Abacos, the Biminis and the Exuma Cays, are now being promoted simply as Abaco, Bimini and Exuma, to cut confusion in the marketplace.
BTO general manager – Europe, Jeremy Bonnett said: “Our first campaign last year, highlighting islands other than the best known ones of Nassau/Paradise Island and Grand Bahama, met with a fantastic response.
“We had more consumer responses than we had on previous campaigns and sometimes had up to 300 calls a day.
“Our current national media campaign reinforces the multiple-island choice image and is being supported by tactical classified advertisements detailing tour operator packages to the Out Islands with prices.
“The aim is to broaden the perception that the Bahamas is not just Nassau/Paradise Island and Grand Bahama.”
Persuading operators to increase their coverage of the Out Islands has not been easy, concedes Bonnett. “Most of the specialist operators, such as Kuoni, Caribtours and Sovereign Worldwide, feature them but in a very small way. The main problem has always been access, but it is getting better.”
From March, when British Airways’ new schedule comes into effect, there will be three flights that arrive early afternoon in Nassau, potentially enabling same-day connections to the Out Islands.
A new fast-ferry service due to start in June between Nassau and Harbour Island and North Eleuthera will also open up these islands to both day trippers and more holidaymakers on two-centre arrangements.
Fares will be up to 65% cheaper than the equivalent Bahamasair price, and as there is no check-in procedure and the docks on the islands are very centrally located, the process will be much quicker than flying.