ABTA WINS GOLD FOR ‘YOUR SPACE IN THE SUN’ CAMPAIGNThursday 12th November 2020
ST. JOHN’S, ANTIGUA (November 4, 2020) – The Antigua and Barbuda Tourism Authority’s creativity during the Covid-19 pandemic and response to consumers growing demand for space, has been recognized and awarded by the Travel Weekly Magellan Awards.
The Magellan 'Travel Destinations' Gold Award went to the Tourism Authority’s destination marketing campaign ‘Your Space in the Sun” launched in July. The Travel Weekly Magellan Awards are the premier awards for the travel industry, honouring the best in travel and saluting the outstanding travel professionals behind it all.
A statement from Travel Weekly announcing the Antigua and Barbuda Tourism Authority win, stated, “Judged by a group of your peers and held to the highest standard of excellence, your entry stood head and shoulders above the rest.”
Antigua and Barbuda Minister of Tourism, The Hon. Charles Fernandez, commenting on the award, applauded the team at the Antigua and Barbuda Tourism Authority on the win.
He highlighted the team’s “unwavering commitment to keeping travellers informed during the covid-19 pandemic, and for proactively developing a digital marketing campaign that resonated with the travel trade and consumer.”
“Antigua and Barbuda’s tourism marketing efforts continue to adapt to suit the situation. I am optimistic that with the combined efforts of the private and public sector, and the resilience of the Antigua and Barbuda Tourism Industry, that we will come out of this pandemic stronger.”
CEO of the Antigua and Barbuda Tourism Authority Colin C. James said, “As the pandemic unfolded, and countries went into lockdown, our consumer sentiment analysis showed that persons equated the words ‘safe’ with ‘space’. We had prospective travellers whose vacations were affected at the start of the pandemic, sitting indoors contemplating their next trip to the Caribbean, and so we shifted our 2020 marketing strategy.
In addition to keeping travellers informed on Antigua and Barbuda travel advisories, our focus was to inspire audiences, with uncluttered views of Antigua and Barbuda and most importantly no crowds. McCann Demand helped us design this campaign, that used captivating aerial photography and video footage that drew audiences into our wide, open spaces, and motivated them to choose Antigua and Barbuda when next they were able to travel.”
The Antigua and Barbuda Tourism Authority’s tailored 2020 strategy included a heavy focus on social media and the launch of the “Your Space in the Sun campaign with a television advert and a digital platform roll-out. The 30-second ad can be viewed here: https://www.youtube.com/watch?v=uvILnN02nxM
Hannah O’Neill from McCann said: “Antigua and Barbuda is without a doubt a luxury destination and our approach was to maintain a premium feel through contemporary and modern creative which centred on this feeling of space, all communicated through authentic imagery of what the islands have to offer.”
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