ANTIGUA & BARBUDA TOURISM AUTHORITY

Dubbed as the ‘Caribbean’s Greatest Summer Festival’, Antigua’s Carnival is being promoted earlier than usual this year, in what is expected to be one of the country’s most anticipated showings yet. The Antigua and Barbuda Tourism Authority has already begun initiatives on its promotional schedule leading up to the carnival season later this year.

Charmaine Spencer, Marketing Manager at the Antigua and Barbuda Tourism Authority explained, “By promoting Carnival earlier it introduces the region to the event well in advance and allows visitors to make choices in their travel plans ahead of time. We are competing with other regional destinations with our Carnival product and in order to capture some of the market we thought it best to introduce potential visitors to those activities that make Antigua’s Carnival unique, such as the rich local heritage, Carnival pageantry, and the wide variety of Pre-carnival parties.”

The creative marketing approach to be taken this year includes a mix of targeted print media, regional television advertising, promotions, road shows, and both social and traditional media. Under the theme, ‘Sweet Misbehavin’ the Tourism Authority is presenting Antigua’s Carnival to the region as a cultural showcase as well as an opportunity to have a good time in the middle of the usual summer break.

Promotions have begun with a 10-page Antigua Carnival Advertorial feature currently running in LIAT’s in-flight magazine – ZiNG, in circulation from April–June 2013 on all LIAT flights. The spread places heavy focus on Antigua’s carnival experience for the regional visitor. It highlights Carnival’s leading Mas troupe designers and provides a snapshot of the traditional Carnival Calendar of festivities, as well as it gives considerable exposure to the popular Pre-Carnival fetes for the Carnival season.

Mrs. Spencer noted, “Once persons become more and more aware of the Antigua Carnival brand, and the many options and party experiences on offer, it will continue to grow as one of the largest festivals in the Eastern Caribbean.”

Regional television presence has commenced with the start of a 3-month campaign with CMC Media, with campaigns with other regional channels in the pipeline. The Caribbean office of the Antigua and Barbuda Tourism Authority continues work on promoting local events, which serve as the biggest pull for regional visitors to the destination.

Antigua Carnival 2013 takes place from July 27– August 6 2013.