U.S. Virgin Islands

Reaching Consumers with a High ROI Strategic Partnership

Challenge:

How did the U.S. Virgin Islands stand apart from other Caribbean destinations during the critical Spring/Summer booking period?

Creative Solution:

We celebrated the bikini's 50th anniversary with Bloomingdale's with in-store swimsuit events, a website presence, window displays, a bookable trip offer for customers and an on-island photo shoot for the store's catalogue.

Visitor arrivals from the destination's top market, New York, increased 22.5 percent over the previous year as a result of the promotion.

Results

  • The initiative positioned the USVI as a luxurious beach destination among a key demographic.
  • The 24-page St. John spread in Bloomingdale’s Little Brown Book reached more than 720,000 subscribers alone.