For the first time, the Antigua and Barbuda Tourism Authority (ABTA) has created a campaign to promote the tiny island of Barbuda, population 1,500.
Antigua's sister island is famous for its endless pink sand beaches, but tourism has been extremely limited, especially after Hurricane Irma damaged or destroyed many of the island's guesthouses and small hotels in 2017. The only way to get to the island is by boat, helicopter or a tiny eight-seat plane.
With a limit on the number of visitors that can be accommodated at any one time, the Antigua and Barbuda Tourism Authority's launch campaign positions Barbuda as an off the beaten track island escape, but unlike your usual tourism advertising, this campaign doesn't plead with customers to visit.
Instead, potential visitors are encourage to come and visit, "but please, not all at once."
The Country's Tourism Minister Charles "Max" Fernandez is onboard with the creative approach:
"This campaign cleverly helps manage expectations because if interested travellers can't book a flight or room, they will understand exactly why. More than that, we hope that this idyllic campaign truly captures the uniqueness and warmth of the local Barbudan community and is in keeping with our strategy to show the world the unsurpassed beauty of the sister island."
Colin C. James, CEO of the Antigua and Barbuda Tourism Authority, says Barbuda has typically been marketed as part of an overall Antigua and Barbuda package.
"Barbuda is a special place in its own right and has an increasing number of unique things to offer," James said.
Shot on location in Barbuda the campaign will run on social and travel media as well as out-of-home advertising, in key markets the US and Canada.
Calsey Joseph, Tourism & Culture Chairperson within the Barbuda Council added: "Barbuda offers many opportunities for the perfect getaway -- a chance to enjoy nature, the pink sandy beaches, the weather and our popularly known seafood cuisines. Barbuda, we live it...you'll love it."
In the campaign's two aerial films, shot by a drone, viewers can see the silhouette of the tiny passenger plane flying above the water across the nearly 18 kilometres of pink sand Luis Beach. It also explores the largest Frigate Bird Colony in the western hemisphere, with over 100,000 birds living there. Visitors can only visit this sanctuary by boat with a tour guide, adding to the Island's exclusivity and charm.
The last five years have been a period of rebuilding following the devastation on the island as a result of Irma. Alongside previously popular hotspots such as 'Uncle Roddy's,' the development of the Barbuda Ocean Club is nearing completion, there is a Nobu restaurant on Princess Diana Beach and the island has its first eco-hotel - Barbuda Belle -- which can only be reached by boat.
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