G&A is the Agency of Record for Barbados Tourism Marketing Inc (BTMI – formerly the Barbados Tourism Authority, BTA) with responsibility for the Caribbean region. Our creative team develops a number campaigns aimed at effectively positioning the destination brand and increasing visitor arrivals from key source markets. Some critical regional markets include Trinidad & Tobago, Jamaica, Antigua and St. Kitts & Nevis. Our media and digital teams have also implemented online campaigns across international markets including the USA and Canada. We’ve gained major traction for the Barbados brand especially with winter getaway promotions in North America.
In 2014, G&A was also charged with the responsibility of developing the brand identities for the new BTMI and the Barbados destination brand. Using our KICK methodology, we went through a process of brand introspection and analysis, along with review of our earlier in depth research on the perceptions of Barbados from the point of view of Barbadians and visitors from all major markets. We revisited the value proposition and USPs of competing destinations, to begin formulating a brand concept. This approach informed the brand strategy and positioning. It allowed for the distilling of visual ideas and concepts that would best reflect the Barbados brand vision. We also benchmarked other competing destination brand strategies and identity systems to define the visual positioning for the Barbados brand. The idea was not just to have visual appeal but to communicate the modern, sophisticated, dynamic, yet warm appeal of the destination.
The Barbados Official Travel Guide App
G&A continues to develop innovative and inventive ways to build brands. Charged with the responsibility of creating further exposure for the Barbados destination brand, G&A incorporated mobile marketing into the integrated marketing system for the destination.
This took the form of a high-powered mobile app.
Conceptualized by the G&A creative team, the Barbados Official Travel Guide app is designed to enhance the travel experience of the visitor. This medium allows the G&A marketing team to communicate more directly with key audiences whilst providing an interactive destination experience. The app includes the following key features:
• Automated Trip Planning – create personalized travel itineraries
• Navigation & Augmented Reality – get directions and view the island through augmented reality, both online and offline
• Travel Guide Directory – get expert content on accommodation, attractions and things to do, with ratings updated daily
• Online Trip Sharing – add pictures & notes to your trip and easily publish it online for free
The Barbados Official Travel Guide app provides added value to the travel experience. It has improved convenience and continues the interaction between the destination and visitors. This approach now ensures an early start in the customer relationship management process.
The app is available on both Apple app market and Google Play.