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
The addition of the "Sea to Shining Sea" campaign funding
increases the U.S.V.I.'s marketing budget to $17 million this
"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
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
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
For information, contact (800) 372-8784 or visit the Web site at