So How are they Selling Caribbean Island Vacations These Days?

Fresh from the inbox, the United States Virgin Islands Department of Tourism is launching a new advertising blitz aimed at luring potential visitors from the U.S. with a message of freedom and reinvention. The idea of the "You, Unscripted" campaign - which includes TV, magazine, and Web spots - is that visitors to the USVI can have unique experiences that help them establish a new identity while on vacation, casting off old demons and rising like a phoenix from the ashes of the quotidian, or something. It's an updated version of a familiar message, but it could be especially resonant these days now that most Americans are stressed out and on the brink of unemployment. And as for the "unscripted" part, that might be a subtle way of saying that there's more to do in St. Thomas, St. John, and St. Croix than drink yourself into a stupor in some all-inclusive resort. Not that there's anything wrong with that.

It's interesting to see the USVI's approach to marketing in the wake of several big campaigns from other Caribbean islands. Aruba, for example, enlisted the aid of comedian Lewis Black earlier this year to argue that a vacation there can soften up even a diehard curmudgeon. And Curacao recently completed a Treasure Hunt campaign that gave away a bunch of trips and gave a few winners the chance to search for buried treasure on the island. I have no idea what happened with that one, it sort of just disappeared. I guess the message there was that Curacao itself is a treasure, or something to that effect.

In any case, get ready for another season of ads featuring white-sand beaches, happy families frolicking in the surf, and sexy, childless couples gazing dreamily into each other's eyes while toasting the good life with tropical drinks. Does it really matter what the underlying message is? You've got beaches, booze, and canoodling. Isn't that enough?

[Photo: visitusvi.com]

Related Stories
· Department of Tourism Unveils New Advertising Campaign [USVI Marketing]
· Cranky Travel: Can Lewis Black Save Aruba Tourism? [Jaunted]

2 Comments

Return to » So How are they Selling Caribbean Island Vacations These Days?

mrl38
Jaunted Member

St. Croix Sports at The Buccaneer
Be sure to check out the St. Croix Scenic 50 Running Race page to learn more about St. Croix's first ever Ultra-Distance running race! The 1st annual St. Croix Scenic 50 will be held on January 24, 2010. After many discussions and much anticipation, a race has been born! The St. Croix Scenic 50 course promises to be as challenging as it is beautiful. What better way to see this gem of the Caribbean than to run over a good portion of its rugged mountains and along its stunning shoreline? The Buccaneer St. Croix has special rates for the St. Croix Scenic 50 on January 24, 2010, The St. Croix Coral Reef Swim in October, The St. Croix Half marathon and full marathon on Dec 6, and The Caribbean Classic Olympic Distance Triathlon on November 8. Visit www.thebuccaneer.com for more information about these fabulous events.

June 23, 2009 at 2:17 PM

#Permalink

travelingbob
Jaunted Member

free ad as a comment?
Since when do you allow the Buchaneer to have a blatent ad at this site? Jeesh! Anyway.....its nice to get us to the USVI....but make sure you can put up with the crime, congestion and overdevelopment....and the bad attitudes and poor service training by locals... St. Croix is trying to have sustainable development unlike the destroyed St. Thomas and soon to be destroyed St. John. St. Thomas is nothing more than a cruise ship nightmare.

June 23, 2009 at 5:43 PM

#Permalink

Jaunted

Select a Destination:

Tags: Tourism Marketing / Tourism Boards / Tourism Board Travel / Recession Travel / → All Tags