Basseterre, St. Kitts, February 14, 2024 (SKNIS): In an ambitious move to further boost tourism and enhance brand visibility, the St. Kitts Tourism Authority, under the guidance of the Honourable Marsha Henderson, Minister of Tourism, launched a new marketing initiative this week.
The campaign, unveiled at the Prime Minister’s Press Conference with Cabinet Ministers at the NEMA Conference Room on February 13, involves the deployment of a fleet of St. Kitts-branded vehicles in New York City, a strategic location where a significant portion of visitors reside and work.
“Ultimately the objective for the car swarm where we branded the vehicle is to help with filling those (airline) seats. So we can’t be extending routes or introducing new routes and not know how we are going to fill those seats. It is not going to be beneficial to us,” said Minister Henderson.
The minister added that the initiative is part of a larger strategy aimed at increasing St. Kitts’ visibility in its core markets.
“We went into our source market which is New York. So it is strategic. We also have feeder markets out of New York, where we find a number of visitors who take flights out of JFK – they feed from Canada, Ottawa, Toronto, and other areas – and so it was strategic to fill the seats on the itineraries that have been extended, particularly from April until August, so that we are getting value for the taxpayer’s dollar,” Minister Henderson further explained.
For the next five weeks, New York City’s streets will be adorned with taxis and rideshare vehicles wrapped in vibrant St. Kitts branding. This initiative is a partnership with Firefly and Neustar, utilizing a digital media platform that leverages Neustar data to measure mobile devices within street level around the vehicle. This approach ensures targeted impressions and maximizes exposure to the ideal demographic, promising an impactful engagement with potential visitors.
