ST. JOHN’S, ANTIGUA – This September, the Antigua and Barbuda Tourism Authority, unveils a fresh, new marketing campaign designed for local audiences called #CoolisClean.
The #CoolisClean campaign, which coincides with the Tourism Authority’s global summer marketing campaign #WhatCoolLooksLike, is geared towards ensuring that Antigua and Barbuda remains one of the Caribbean’s most attractive destinations.
Inspired by the Antigua and Barbuda Tourism Authority’s wellness focus and recent environmental policy changes by the Government of Antigua and Barbuda led by the Ministry of Health, Wellness and The Environment, The Ministry of Tourism, in addition to like-minded non-governmental agencies, the campaign comes at the right time, and re-enforces the ‘Keep Antigua and Barbuda’ clean message.
CEO of the Antigua and Barbuda Tourism Authority Colin C. James says” Developing Antigua and Barbuda as a Wellness Tourism brand is a major component of our marketing strategy. As part of the development process, in March, we held a Wellness Forum, where we sat and listened to over one hundred passionate tourism stakeholders with interest in the wellness market. The creation of this campaign, comes as a direct result of discussions with these stakeholders, and the feedback we received from them.”
“We felt it was important for us to add our voice to the conversation, allowing residents of Antigua and Barbuda to truly get the message and understand that we each have a role to play in keeping Antigua and Barbuda beautiful.”
The #CoolisClean campaign features Mr. Cool Pine, an iconic Antigua Black Pineapple, that has become a key symbol for the #WhatCoolLooksLike campaign.
While other tourism adverts have carried the #CoolisClean messaging, the Antigua Black Pineapple comes to life in this newest advert for the campaign created by the Antigua and Barbuda Tourism Authority team alongside local advertising agency, Tarsier Strategy.
Designed to project the image of a patriotic, approachable and trendy citizen, Mr. Cool Pine, delivers the message directly to young and mature audiences, that littering is not cool.
The unique and eye-catching advert will be aired on ABS Television, in Caribbean Cinemas and will also be released across digital and social channels in 30 second and 15 second versions.
In addition to the release of the advert, the campaign will also involve participation in the Environmental Awareness Group’s #TrashTag Challenge beach clean-up, a #CoolisClean Tourism Schools Roadshow working alongside the Ministry of Education, the Ministry of Health, Wellness and The Environment, as well as NGO ‘Zero Waste Antigua Barbuda’, and a partnership with the Community Development Division’s Homes, Families & Gardens Festival slated for November.