WITH THE NEXT winter tourist season about two weeks away, major players have a head start on the effort to get more British visitors to Barbados.
The Elite Island Resorts Group, a collection of ocean and beach-front properties in the Caribbean, is partnering with the Barbados Tourism Marketing Inc. (BTMI) and London taxis to raise awareness of Barbados and The Club Barbados Resort & Spa in the British market.
This marks another campaign in ongoing marketing efforts that underpin the group’s support of the island’s economy and promotion of the destination.
In collaboration with the BTMI, the resort group has put 12 Barbados branded cabs on the streets of London for the next two years, featuring wrap-around designs with images of Barbados and The Club Barbados Resort & Spa, Holetown, St James.
Tourism executives said that visibility for the campaign will be extremely high as an estimated 8.3 million persons move around London daily and about 1.8 million take taxis and will have the opportunity to learn about Barbados and the resort.
After driving into London, the cabs are based at major taxi stations including Paddington (hub to Heathrow Express), Victoria (hub to Gatwick Express) and Kings Cross (hub for Eurostar), ideal for travellers into the city.
Taxi drivers are dressed in Elite Island Resorts Polo Shirts and fleeces to match the cabs and tip-up seats are displaying information on Barbados, featuring key tour operator partners.
Brochures on Barbados and The Club Barbados Resort & Spa are also available in the cabs.
Chairman of Elite Island Resorts, Rob Barrett said: “Elite Island Resorts Group is delighted to support and partner with Barbados Tourism Marketing Inc. on this high profile campaign that will literally drive awareness of the island to the front of the mind of UK travellers as they go about their daily lives.” (SC/PR)