U.S.V.I. launches expanded marketing campaign

CHARLOTTE AMALIE, U.S. Virgin Islands -- The U.S. Virgin Islands launched a $6.5 million ad and marketing campaign for the fall and winter season in response to the downturn in tourism following the terrorist attacks.

The addition of the "Sea to Shining Sea" campaign funding increases the U.S.V.I.'s marketing budget to $17 million this year.

"Our goal is to emphasize the ease of travel to America's Caribbean," said Pamela Richards, commissioner of tourism.

Most elements of the campaign will run throughout the 2002 winter season.

Components include TV ads on major cable networks; radio spots in key East Coast markets; print ads in newspapers, consumer and trade publications; and billboards in Atlanta, Boston, Charlotte, N.C., Chicago, Philadelphia and New York's Times Square and in 570 subway cars.

Richards said that the U.S.V.I. plans to have "a strong presence" at the ASTA Congress in New York Nov. 4 to 7.

"The focus of our travel agent event at ASTA will stress the importance of getting Americans traveling again and re-establishing a sense of normalcy among travelers," Richards said.

The U.S.V.I.'s 200-member youth steel orchestra called Rising Stars will also perform at several venues in New York during the convention.

For information, contact (800) 372-8784 or visit the Web site at www.usvitourism.vi.

JDS Travel News JDS Viewpoints JDS Africa/MI