Adrian Awards Case Study: BVI Tourism’s ‘Today’s Secret’

HSMAI’s 2020 Adrian Awards competition will open on Oct. 1 — with a special focus on best practices, innovation, and community related to hospitality advertising, marketing, and public relations work created in response to the coronavirus crisis. Take inspiration from last year’s Platinum winners, including BVI Tourism, whose “Today’s Secret” was recognized in the Digital Marketing/Digital Campaign/Integrated Market Campaign for Consumers (B2C) category.

BACKGROUND: After the 2017 hurricane season destroyed 50 percent of the British Virgin Islands’ hotel stock, BVI Tourism sought to project a more resonant message than “open for business. The “Today’s Secret” campaign would drive audience engagement — and an uptick in bookings — through BVI Tourism websites.

CAMPAIGN: The campaign built on BVI’s iconic slogan “Nature’s Little Secrets,” communicating images of BVI secrets that would boost engagement. Secrets were tips from BVI insiders that focused on events and locations visitors may not otherwise know about. “60 Days of Secrets” capitalized on the typical traveler making plans 60-plus days out from their scheduled trip by revealing BVI secrets one day at a time across a variety of media platforms. Digital ad buys and social investments reached previous travelers as well as new visitors.

RESULTS: Overnight guest numbers recovered to 65 percent of BVI’s record-breaking performance in 2016, with 20 million media impressions. Site visitation and sessions increased by 238 percent and 227 percent, respectively, YOY.

The 2020 Adrian Awards are also taking nominations for the HSMAI Hospitality Hero award. Nominations will be reviewed each week by a panel of Adrian judges, and selected Heroes will be honored weekly online leading up to the Adrian entry period as well as at the 2021 Adrian Awards celebration. Learn more and submit a Hero nomination.


Categories: Marketing
Insight Type: Best Practices