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A & B LAUNCHES NEW GLOBAL SUMMER CAMPAIGN
Friday 22nd March 2019

St. John’s, Antigua (March 21, 2019) – The Antigua and Barbuda Tourism Authority has unveiled its new global summer campaign, #WhatCoolLooksLike, which is expected to convey the trendiness of the destination and its appeal as the ideal summer vacation spot for visitors looking for enjoyable experiences. The campaign draws on what makes the country special and seeks to depict in a creative and engaging way the "coolness" of the destination.

Antigua and Barbuda’s Minister of Tourism & Investment, The Honourable Charles ‘Max’ Fernandez has high praises for the creative team, adding that the new campaign is timely and reinforces the messages the islands have been promoting in recent years. “Antigua and Barbuda’s weather during the summer is so much cooler than in other regions, our beaches are serene, and while there are numerous events to enjoy, the pace remains unrushed. The #WhatCoolLooksLike summer campaign brings to life what we have been saying for years, and we thank the team for helping us convey this message in a vivid and imaginative way to potential visitors across the globe. The campaign is being executed in all our major source markets with consumers being enticed to visit Antigua and Barbuda to take advantage of the cool summer savings on offer, as well as the destination’s cool climate,” notes Fernandez.


The campaign creatives were unveiled during the launch by officials from the Antigua and Barbuda Tourism Authority and the Antigua and Barbuda Festivals Commission

The multi-faceted summer campaign includes a combination of traditional and digital media and will utilize a variety of tactical trade and consumer activations to ensure the success of the initiative.

The #WhatCoolLooksLike Summer Campaign offers consumers major savings on their vacation to Antigua and Barbuda for travel during the periods April – October, 2019.  The savings will be available at participating tour operators, airlines and hotels.

A key element of the campaign is the #WhatCoolLooksLlike Ambassador Program, which comprises a carefully curated selection of local influencers who the authority believes encompass what “cool” looks like. These Ambassadors have been commissioned to utilize their social media presence and their country, Antigua and Barbuda as their backdrop during the six-month run of the campaign, to share the wealth of awe-inspiring experiences provided in the twin-island state.  


The #WhatCoolLooksLike Ambassadors were also announced at the launch

Another initiative is the Global Sweepstakes launched today which runs through May 21. Entrants will be asked to opt-in by location in order to upload a video or photo that depicts what cool looks like. At the end of the two-month contest, two random winners will be chosen: One from our overseas source markets will win a complimentary 4-day/3-night stay at The Verandah Resort and Spa in Antigua; while one local will win a 2-night, 3-day stay at the Harbour Island Residences in Jolly Harbour. The local element of this campaign was so designed to allow for local participation and engagement, creating a platform where local Antiguans and Barbudans become advocates for the destination.


The #whatcoollooks summer campaign was launched on March 21 with Minister of National Festivals and Culture Darryl Matthew

The Antigua and Barbuda Ministry of Tourism and the Antigua and Barbuda Tourism Authority will host a variety of events, including Antigua Sailing Week, Optimist World Championships, Antigua and Barbuda Sport Fishing Tournament, Antigua and Barbuda Restaurant Week and Antigua’s Carnival: The Caribbean’s Greatest Summer Festival, providing additional enticements for visitors to travel this summer.


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NAME: Colin C. James
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