The Saint Lucia Tourism Authority (SLTA) is enhancing marketing efforts to attract travelers from its main source markets. As consumers begin to gain confidence in travel and the winter getaway season begins, SLTA marketing, advertising and public relations campaigns highlight travel trends, low Covid-19 cases and safety protocols. The campaigns are driven by new insights in the wake of the Covid-19 pandemic, as well as strategies that increase paid and editorial exposure in primary travel markets.
The US and the UK combined comprised approximately 65 percent of the inbound air traffic to Saint Lucia. To date, more than 7,000 visitors have arrived since the island welcomed its first flight on July 9th, 2020. Since reopening, the UK and the US market combined represent more than 90 percent of tourism arrivals. This steady flow has allowed for the successful management of the responsible reopening process. The SLTA has actively engaged with other carriers on cooperative marketing programs to amplify efforts.
Internationally, SLTA is at the forefront of tourism marketing creating standout campaigns in these regions to speak directly to travelers and move Saint Lucia to the top of the consideration set as they begin to make their holiday considerations. Keeping with consumer sentiment, overall marketing messages are shifting to call-to-action campaigns that appeal to potential travelers who feel the need for a holiday getaway, underscored by protocols and safety. As many celebratory milestones have been missed as a result of the pandemic, various themes are being promoted internationally for travelers to revisit and recreate their weddings, birthdays and anniversaries.
On a global scale, the public relations teams are actively promoting the thought leadership of Prime Minister Hon. Allen Chastanet in market, highlighting the island’s responsible resumption of tourism and coexisting with Covid. The Prime Minister has been quoted in national print and online media, as well as interviewed on several national TV broadcasts. These include The New York Times, Cheddar News, CNBC “Power Lunch” and the Miami Herald in the US; CHCH Morning Live in Canada; and Sky News, BBC World News and The Times in the UK. In addition, Minister of Tourism Hon. Dominic Fedee conducted travel industry media interviews in all markets, promoting opening news and protocols. Several Video News Releases were distributed, with specific messaging to travel agents and consumers, educating and inviting them to Saint Lucia.