With the 2020 US presidential election now in the history books, the Ministry of Tourism and Aviation (MOTA) will restart its marketing this weekend, Director General of Tourism Joy Jibrilu told Guardian Business yesterday.
The MOTA held off on jumpstarting its enormous marketing engine until the US presidential election was done because of the oversaturated advertising environment.
And though advertising The Bahamas will begin in earnest once again, Jibrilu said that engine of the MOTA will be downshifted, given the ministry’s reduced budget and the need to focus predominantly on areas of the US and Canada with direct airlift to this country.
She added that advertising will largely be done on social media.
“We were really waiting until after the US election to begin any type of marketing that would make an impact,” said Jibrilu.
“And if anybody has just watched the news, been on social media, it’s just been flooded with all things United States election, so you would have been drowned out. You couldn’t compete.
“These people are spending hundreds of millions of dollars per month on advertising…plus when you couple that with the fact that New Providence and a lot of The Bahamas – where we were with restrictions, beach closures, etc. – it didn’t make sense.”
Jibrilu said digital advertising will give The Bahamas the biggest bang for its buck. She explained that advertising that was booked before the lockdowns began will also be rolled out.
She added that the MOTA’s partnership with recording artist Lenny Kravitz has paid off during the pandemic.
“Lenny Kravitz continues to work with us. It has been a bonus over the lockdown in the sense that he has just been on a trajectory. He has been featured on so many things over these last six months and he has insisted that every single thing that he did, they all had to be done in The Bahamas and he made a point of mentioning The Bahamas,” Jibrilu said.
“He said he couldn’t help us out…he couldn’t do any shoots, but he would ensure that The Bahamas would stay top of mind for everything.”
The post Ministry of Tourism and Aviation to restart marketing campaign this weekend appeared first on The Nassau Guardian.
source https://thenassauguardian.com/ministry-of-tourism-and-aviation-to-restart-marketing-campaign-this-weekend/
No comments:
Post a Comment