The Nassau Guardian
The Bahamas promoted during Miami Dolphins game
MIAMI, Florida --The Bahamas took center field on Sunday before tens of thousands of football fans during a tourism promotion at Sun Life Stadium, home of the Miami Dolphins, during a regular season game.
The promotion, part of the Ministry of Tourism's campaign targeted at sports enthusiasts, featured Minister of Tourism Obie Wilchcombe, who presented two lucky winners with a seven-day, all expenses paid trip to Grand Bahama.
The presentation was made during halftime of the highly anticipated match-up between the Miami Dolphins and the New York Jets. The trip to The Bahamas was the top prize of six, including a trip to the Cayman Islands and a two-day cruise on Norwegian Cruise Line.
As a feature of the Bahamas campaign, the Ministry of Tourism secured a 9,000-square-foot section of the stadium, which it dubbed the 'Bahamas Bash'. The area was outfitted with Bahamas paraphernalia including posters derived from the Bahamas ad which was featured during the 2012 Super Bowl. A Bahamian Junkanoo dancer along with a Bahamian deejay provided entertainment.
The Bahamas has a three-year contractual partnership with the Miami Dolphins.
According to Wilchcombe, the Ministry of Tourism spent just under $300,000 on the campaign.
In order to be eligible for the prize, people attending the game had to visit the Bahamas Bash section and sign up with Ministry of Tourism officials who were stationed there.
"Tourism is now on the rebound," Wilchcombe said just before the game kicked off.
"What we have to do now is to be consistent. And the connections with sporting bodies like the Miami Heat and Miami Dolphins [are beneficial]. There's a captive audience here today, about 60,000 to 70,000 fans.”
Wilchcombe said the Ministry of Tourism is also trying to extend the campaign and to get people talking about The Bahamas.
"What you get from it is so tremendous," he said referring to the campaign.
"We get radio ads. We get television mention. We have the domination here, all of that is a part of it."
A Bahamas ad played during the game. The Bahamas tourism logo was also featured on the screen at the stadium multiple times.
Jason Miller, director of corporate partnerships for the Miami Dolphins and Sun Life Stadium, said the partnership between the Dolphins and the Ministry of Tourism will be mutually beneficial.
“Our goal is to get people to come here for each home game and kind of experience the imaging and island experience. That is why you see some of the furniture that we brought in and some of the music that we play here. It also allows The Bahamas to do some data capture with some of our fans, so we feel that it benefits both programs.”
Miller noted that the Bahamas Bash section will be seen by more than just Dolphins fans.
“Not only will it look like this for Dolphin games but with other things that happen at Sun Life Stadium. So the BCS Orange Bowl with Ohio State and Clemson which is happening January 3, any Miami Hurricanes games, if we are fortunate enough to have any Super Bowls, the Bahamas Bash area will be here for any event that happens at Sun Life, so it gives The Bahamas a great diverse exposure, not only to Dolphin fans, but people attending other events like concerts and what not.”
Sunday’s presentation was the culmination of weeks of giveaways, according to tourism officials.
In previous weeks, five people won three-day trips to the nation's second city. However, those prizes were not given away on the field.
The winners will get to stay at the Grand Lucayan Resort, and will receive round trip tickets from Bahamasair.
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