U.S. VIRGIN ISLANDS – The sights and sounds of the U.S. Virgin Islands greeted travelers at Boston’s Logan International Airport this morning as the Department of Tourism showcased VI culture in celebration of JetBlue’s first flight to the Territory from the continental U.S.
Mocko jumbies, steel pan performances and the Caribbean Ritual Dancers welcomed travelers as they approached the JetBlue check-in counter, again as they cleared TSA security and upon arrival at the gate for the departure of JetBlue’s inaugural non-stop flight to St. Thomas. During the four-hour event, Department of Tourism representatives interacted with hundreds of travelers during a peak time for the airport distributing USVI- branded TSA bags along with marketing collateral featuring a special offer for Bostonians to travel to the Territory during winter season.
The flight, JetBlue flight 807, departed from Boston Logan International at 9:20 a.m. and arrived in St. Thomas at 2:28 p.m. – the first of five flights a week that will bring visitors to the Territory from a key Northeast market. The new service complements regional service from JetBlue launched on Monday to both St. Croix and St. Thomas from the airline’s hub in San Juan, Puerto Rico.
Steel pan performances, the Caribbean Ritual Dancers and mocko jumbies welcomed travelers today at JetBlue terminal in Logan International Airport for first-ever JetBlue flight between Boston and St. Thomas.
“JetBlue’s non-stop service from the Boston market provides a welcome increase in weekly airlift that will help us effectively meet the growing demand for travel to the U.S. Virgin Islands that we are seeing from New England,” said Commissioner Beverly Nicholson-Doty. “Our marketing activities this week in Boston reflect our commitment to strengthening and growing this market in partnership with JetBlue.”
Strategically planned to coincide with the launch of the new service, the marketing activities at Logan Airport were the culmination of a significant three-day marketing blitz in the Boston market to reach potential visitors. The Department was joined by representatives from several properties and attractions including: Bolongo Bay Beach Resort, Cane Bay Dive Shop, Cottages at Cane Bay, Divi Carina Bay, Frenchman’s Reef Marriott & Morningstar Beach Resort, Palms at Pelican Cove, Ritz Carlton St. Thomas, Sugar Bay Resort & Spa and The Westin St. John.
On Wednesday evening, December 14th, the DOT hosted a media reception in the heart of Boston’s Kenmore Square which was attended by many of the city’s top editors, bloggers and freelance writers. The experiential event offered media the chance to experience Virgin Islands culture and culinary delights first-hand. Chef Orlando Santos, a Crucian native and contestant on the second season of Bravo’s Top Chef Just Desserts, dazzled attendees with a demonstration and unveiling of an intricate chocolate sculpture inspired by his St. Croix roots. Cruzan Rum offered specialty cocktails while dance performances by the Caribbean Ritual Dancers completed the experience for the media. Commissioner Beverly Nicholson-Doty also participated in a live radio broadcast on WTKK 96.9 and met with media in Boston one-on-one to educate them about U.S. Virgin Islands culture, a special bookable offer and upcoming local events.
The week’s events began with a travel agent reception and presentation on Tuesday, December 13th. More than 80 top-tier travel agents based in and around Boston’s metropolitan area attended the reception, where they learned about the Territory’s latest developments and the special offer designed to entice Bostonians to visit the Territory this winter.
To amplify the launch of the new airlift an advertising campaign has also been timed to the start of the service. The USVI has secured a two month presence from November 1 to December 31 in the airport with indoor advertising in five positions. The ads feature a QR code that consumers can easily scan and be directed to the JetBlue mobile site for booking. Additionally, through a cooperative effort with JetBlue, the Department will have print, radio and digital advertising in Boston, Orlando and San Juan to generate awareness for the new service from all three markets. In addition to the JetBlue advertising presence, the Department has also arranged in the Boston Logan International Airport to support the American Airlines flight which currently operates from Boston to St. Thomas.
To help build the excitement and spread the news about the new JetBlue service, the DOT is also hosting its first-ever all blogger press trip on the inaugural St. Thomas flight. This trip will encourage bloggers to blog live about their experience leading up to departure and once again while on-island, giving their readers an up-to-the minute update on the Territory. To make the inaugural flight an even more special and commemorative experience, the Commissioner of Tourism accompanied JetBlue executives on the inaugural Boston-St. Thomas flight.
In addition, the DOT has forged a partnership with JetBlue Airways and Massport (Massachusetts Port Authority) to execute a social media contest, “St. Nick get me to St. Thomas.” The contest encourages consumers to submit a letter to St. Nick explaining (in 125 words or less) why they would like to go to St. Thomas. Through December 19, travelers can visit bostonloganconnect.com to register for the promotion and submit their letter. Entrants are then able to post their letter to their social media sites such as Facebook and Twitter, via the “share” button on the microsite, to encourage viewing and voting. The letters with the top five highest “likes” will be selected as finalists and the grand prize winner will receive round-trip airfare for two from Boston to St. Thomas courtesy of JetBlue Airways and a five-night stay at Frenchman’s Reef & Morning Star Marriott Beach Resort.
