Ad blitz paying off
Have you been hearing the ads on your local radio station? Things like “This traffic report brought to you by the United States Virgin Islands Department of Tourism.” Or seen the ads in your local paper? The Tourism Department, along with the Hotel and Tourism Association, launched a $1.25 million advertising campaign two months ago, and they’re touting some pretty impressive numbers as a result so far. The 90th Anniversary Celebration (marking the transfer from Danish rule to a US territory in 1917) includes packages from a dozen hotels on St. Thomas, a half dozen on St. Croix and the Westin on St. John that includes things like a free night and free activities.
In the two months since taking to the airwaves and print, tourism officials say bookings at participating hotels are up 24 percent, room nights are up 17 percent, and collective revenue is up 26 percent. “We are thrilled at the early success…,” says tourism boss Beverly Nicholson Doty. “It is quickly making a direct and positive impact on the local economy.” The package deals run through August 31.
