St. Thomas, U.S. Virgin Islands – The Department of Tourism has launched a summer television advertising campaign on top national networks CNN and Headline News, scheduled to run through July 18. The campaign is designed to boost tourism during the summer months and features a series of 30-second commercials to drive brand awareness and increase travel to the Territory with a call-to-action for the Territory’s summer bookable offers.
The first of the featured “You Unscripted” commercials will be on rotation through June 27 featuring a call-to-action for USVI.Orbitz.com. The second, which runs for a 2-week duration from June 28 – July 11, promotes the USVI Shopping Festival offer via American Express Vacations. The third, which will run July 12 – July 18, promotes the St. Croix Fantastic Flight offer through Cheap Caribbean. Total cost for the campaign is $598,000.
“The Department of Tourism is committed to ensuring the Territory remains front-and-center in the minds of travelers booking summer travel to the Caribbean region,” said Commissioner of Tourism Beverly Nicholson-Doty. “We expect this national TV advertising campaign to stimulate a boost in visitor arrivals as the CNN and Headline News audience reach is vast and viewer demographics are in line with our target audiences.”
The commercials all convey the “You, Unscripted” messaging, incorporating the Department’s Mocko Jumbie logo together with visually-appealing scenery, historical icons, and activities that showcase the beauty and diversity of the U.S. Virgin Islands vacation experience.
The campaign also includes 5-second TV billboards which are slated to run during programming breaks. These will promote the Territory and/or each of the aforementioned summer deals via a CNN voiceover while displaying the Mocko Jumbie logo. The billboards will run throughout the dates of the television buy, according to the following schedule:
USVI Brand Awareness campaign ran June 21-June 27
USVI Shopping Festival – will run June 28 – July 11
St. Croix Fantastic Flight Promotion will run from July 12 – July 18
