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The Cayman Islands
Media planning and buying, TV, Press, Radio, Outdoor, Online Marketing, Analytics
Truth
The Cayman Islands are competiting against a plethora of other, significantly higher profile neighbours in the Caribbean.
Insight
Turn the negative of being less well known into a positive by positioning the Cayman Islands as exclusive and undiscovered, rather than merely obscure. Prospective visitors should feel more discerning than those who opt for the ‘default’ Caribbean holiday destinations, such as Jamaica and Barbados.
Emotion
The campaign, executed across all media, was designed to show how different the Cayman Islands were to its better known neighbours. 'The other side of the Caribbean' highlighted the fact that the islands are less commercialised or touched by tourism than their counterparts. It also drew attention to their geographic location – something that was known to be an issue amongst some target audiences.
Success
UK based leisure visitor numbers to the Cayman Islands increased by 15%.
