1. Lose Yourself in Saint Lucia

2. Vision &
Objectives
▸ St. Lucia Hotel & Tourism
Association’s Vision:
▸ “To be the leading catalyst for
developing St. Lucia as the best island
destination in the world.”
▸ Our objectives
▸ 1. Increase awareness of the St. Lucia
Hotel & Tourism Association
▸ 2. Increase tourism to St. Lucia

3. Introduction to
St. Lucia
▸ Located in the heart of the Caribbean,
between Barbados, St. Martinique, and
St. Vincent & The Grenadines
▸ Boasts a tropical climate with an
average temp of 84˚F
▸ Population: 173,765
▸ National language: English

4. Audience
▸ Target Media:
▸ Top-rated broadcast morning news show
▸ Consumer travel publications
▸ Target Audience:
▸ Affluent travelers, ages 35-60
▸ Annual household income
averages $250,000
▸ The majority are female (54%)
▸ On average, took five leisurely trips
in 2013
▸ Spent an average of $9,765 during
their travels
▸ Seven out of ten took trips outside
the continental U.S.
▸ The Caribbean was the second most
popular destination (41%)
Source: MMGY Global. “Number of Affluent Travelers Rises Along with Travel Intentions According to POAT,”
Nov. 20, 2013. Retrieved from: http://www.mmgyglobal.com/News/News-Article/?id=117504

5. Strategy
& Tactics
▸ Strategy: Position St. Lucia as the go-to
destination for rest and relaxation.
▸ Launch a national campaign that calls on
Americans to relax more.
▸ Engage top travel journalists to generate
interest in St. Lucia.
▸ Tactics:
▸ Introduce National Check Out Day, a new
holiday that celebrates rest and relaxation.
▸ Host an exclusive media event
showcasing St. Lucian culture.

6. Check Out
Campaign
▸ National Check Out Day Campaign
A new holiday that celebrates “checking out.”
▸ Pitch a relaxation segment to a top-rated
morning or daytime talk show.
▸ On-air massages for hosts.
▸ St. Lucian spa gear.
▸ Teaser videos.
▸ Social media campaign culminating in
vacation giveaway.
▸ Press release to national news outlets.

7. Target Shows
Outlet First Name Last Name Title
Good Morning America Ali Ehrlich Segment Producer/Booker
Today Brian Cohen Booking Producer
CBS This Morning Kaci Lindhorst Producer, Booker
The Daily Buzz Reina Carbetta Executive Producer
Ellen DeGeneres Show Bonnie Horton Senior Talent Booker
LIVE! with Kelly and Michael Mariann Sabol Segment Producer
The Rachael Ray Show Tommy Crudup Senior Talent Producer
The Queen Latifah Show Carly Grose Associate Producer
The View Natalie Bubnis Talent Producer
The Talk Jen Furmaniak Talent Booker

8. Pitch & Press Release

9. Media Cruise
▸ Media event on Hudson River
yacht cruise
▸ Top travel journalists invited
▸ Check in your device upon boarding
▸ Enjoy Saint Lucian cuisine and music
▸ Sweet potato and coconut soup
▸ Caribbean lamb salad
▸ Cajun Creole vegetable bake

10. Design & Social Media

11. Logo Redesign
▸ Old logo
▸ Corporate style
▸ Difficult to read
▸ New logo
▸ Caters to our target market
▸ Incorporates flag colors and
island imagery
▸ More iterations

12. Facebook Artwork

13. Facebook Artwork

14. Facebook Artwork

15. Twitter Artwork

16. Twitter Artwork

17. Twitter Artwork

18. Check Out Day Posts

19. Teaser Videos
▸ Three 15-20 second videos promoting National Check Out Day
Day at the office Traffic Jam Baggage Handler

20. Budget & Timeline

21. Budget

22. Timeline
Phase 1: May Phase 2: June Phase 3: July Phase 3: Aug - Oct
Brand briefing
Execute Hudson River media
event
Launch social media campaign
Tailored pitching to travel, food
and luxury lifestyle writers
Coordinate yacht cruise event
details
Release teaser videos
Post NCOD news release on
wire
Tracking and monitoring
Create press materials
Identify and retain
spokesperson
Execute NCOD morning
broadcast
Measure results
Create Hudson River invite list,
invitations
Media train spokesperson
Select winner of NCOD social
media vacation
Develop teaser videos Tracking and monitoring
Redesign logo, update website
and social media platforms
Pitch NCOD to morning
news/daytime talk shows

23. Thank You!