PORT--“The Caribbean Is Open,” a multifaceted million-dollar campaign of Florida-Caribbean Cruise Association (FCCA) has generated more than 4.26 billion online impressions, 11,949 media placements, 22,432 promoted content clicks, promoted content reach of 14 million people and 18,269 total shares of news stories from October 2 to December 1, 2017.
Port St. Maarten, as a destination partner of the programme, is pleased with the campaign results. “We have been working diligently with the cruise lines to regain their confidence that destination St. Maarten is ready for the return of cruise vessels, and we saw the first ships return early December. We have maintained the momentum and continue to work with our local stakeholders and cruise partners to continue to grow our numbers which we have been very successful in doing.”
As a partner in the campaign, the Port is confident the promotion “has resulted in changing images of devastation left behind with warm and friendly smiles awaiting visitors at every cruise ship call.”
The campaign actions included a satellite media tour with Jennifer Jolly with 25 live and taped interviews with 22 TV and three radio stations in the United States, 9,041 placements and 1.23 billion audience impressions.
Featured Public Service Announcements (PSAs) with 25 celebrities telling potential travel consumers to visit the Caribbean and “come back to Paradise.” More than one million total views on social media alone, and many more impressions through 40 cable stations in 11 markets that ran and continue to air the PSAs.
Website CaribbeanIsOpen.com features destination footage, a Q&A, traveller testimonials, map of open destinations and more content to follow. Included is a media call featuring Carnival Corporation and CLIA Chairman Arnold Donald and President and COO of Royal Caribbean Cruises Ltd. and FCCA Chairman Adam Goldstein.
