Back in 1999, working very closely with ebullient territorial sales representative Deborah Anderson of the Caribbean Travel And Life magazine, we put together a 12-page advertising and editorial feature on Barbados.
To the best of my knowledge, it was the very first time that the destination had received such a high profile and extensive article in any similar targeted publication.
We went on to persuade the three largest villa rental agencies to collectively produce full-page colour “ads”, allowing them far more reach at less cost than ever before.
Trading under the name Barbados Treasures, the first small hotel grouping to actively seek more North American business was also a regular advertiser.
And if our property is in any way typical, many of the people responding to those first “ads” became regular repeat guests.
While the circulation then and now is not comparable to some of the other travel publications, with about 150 000 paid subscribers and a readership around 380 000, the mere title indicates that it is appealing to a very focused audience.
They buy the magazine because they are genuinely interested in the region and are proportionally more likely to holiday here.
As the journal proudly boasts, “CT&L readers don’t just like the Caribbean, they love it.”
Each year readers are invited to vote in the annual Best Of The Caribbean Poll.
In 2012 Barbados could have won, become a first or second runner-up, or gotten honourable mention in any one of 23 categories, including Best Destination; Best Island To Live On; Best Destination For Snorkelling; Friendliest; Best Romantic Resort; Best Small Hotel; Best Eco Resort; Best Luxury Resort; Best Villa Company; Best Family Resort; Best All-Inclusive; Best Beach, Beach Bar, Rum, Spa, Shopping, and Restaurant.
Incredibly, Barbados only received a solitary mention in any category, at any level, and that was Best Restaurant, with The Cliff as winner.
To put “our” rating into perspective, Cayman Islands was voted Best Destination, Friendliest Destination, Best Snorkelling and Best Beach, plus two honourable mentions.
According to a 2007 Walker Communications Survey, 11.8 per cent of Caribbean Travel And Life’s readers had vacationed in Barbados in the 24 prior months and 13.1 per cent were planning/considering a trip to our island within the next 12 months.
Average annual household income was stated at US$149 500, so clearly they have the means. Average trip length was 7.55 days.
Despite these impressive statistics, other than the three words awarding The Cliff, there is not a single syllable of editorial, advertisement or image of Barbados in the entire 78 pages of the current edition.
Not surprising, then, that Barbados did not even rank a place in the top ten Caribbean CT&L destinations.
I emailed publisher Sue Gilman to try and garner the reasons behind the absence of any promotion of Barbados and she was kind enough to respond within minutes, largely blaming the current economic woes.
Of course it’s a consideration, but conversely it makes it even more critical that any available funds be channelled into mediums that are more likely to produce the most cost-effective results.
