Antigua & Barbuda Tourism Authority
Your space
in the Sun
Business opportunity
To increase the business effect of tourism in Antigua & Barbuda from $400m to $1bn p/a in the next five years.
Marketing challenge
To drive awareness and consideration and make Antigua and Barbuda famous amongst the right audience.
The work
Our analysis revealed that the current average spend per tourist meant the island simply didn’t have the capacity to accommodate Antigua & Barbuda’s financial ambition. But this apparent weakness led to the insight - the islands’ advantage is it’s space.
We changed the approach from “more tourism” to “more spend” - targeting higher spend holiday-makers with a more premium message.
YOUR SPACE IN THE SUN was an ATL campaign which launched on ITV VOD and enticed people to consider the islands for a less crowded, post-lockdown getaway.
Impact
coming soon…