Over recent years, The Antigua and Barbuda Tourism Authority identified several hurdles in their growth. Their teams are geographically separated between London, New York, Toronto, and the Caribbean, making collaboration and coordination difficult. There wasn’t an established process for effectively promoting their brand pillars, and expansion into new markets had been slow. They needed a formal process and plan for bringing their goals and people together.
Step 1: Marketing Strategy Summit
Over the course of three days at a resort in St. John’s, we got to know the ABTA team through conversations and guided brainstorming. We led the marketing teams through the process of brand exploration, audience refinement, pillar alignment, and goal setting.
We determined the messages, voice, and channels for marketing each pillar in each current market. We also discovered ways to expand into new markets with minimal additional effort. The process went beyond what the island nation aspires to be — we nailed down the steps to get there.
Step 2: Marketing Plan Development
The results of our conversations were then combined with our recommendations into a comprehensive marketing plan. This document provided the results of our strategic planning (SWOT, top-level objectives), further brand definition (voice/tone, brand usage standards), and built-out brand pillar plans.
The plan was built around the Visitor’s Journey, which provides a seamless brand experience for each’s pillar’s key audiences from first impressions to encouraging post-visit brand advocacy. To make the plan truly actionable, we concluded the document with top priorities per pillar/committee, timeframes and resources needed, and a line-item budget to measure against as they progress through the first year of the plan.
Step 3: Marketing Guidance and Support
With the new marketing plan finalized, we continue to work with the Antigua and Barbuda Tourism Authority on the steps to properly put it into motion. Regular calls with leadership and the pillar teams help to turn the document into a living set of practices that guide their day-to-day marketing.
As new challenges come up in their mission to expand their reach into new markets and take on new ways of approaching marketing, we remain on hand to help them move forward with the most effective use of time, staff, and other resources.
The individuals at the Antigua and Barbuda Tourism Authority are enthusiastic about their future. By investing their time into planning, the Antigua and Barbuda Tourism Authority have a clear vision of the road ahead of them. Their structure and goals are tied to priorities and timeframes are achievable. They are focused on the things that’ll propel them forward, and we’re excited to see what the future holds.