Barbados Tourism Authority less than savvy marketers

Yesterday we wrote about how the Barbados Tourism Authority could have capitalized on the Grammy Awards by pumping up that six-time winner Adele’s musical director Miles Robertson is a Bajan.

See Meet Adele’s musical director: Barbadian Miles Robertson

Today Adrian Loveridge describes how the Aruba Tourism Authority received free worldwide press riding on the coattails of the Super Bowl.

It seems that unless it costs big money, the BTA doesn’t think the effort is worthwhile.

Take it away Adrian…

Aruba Tourism was ready for the Super Bowl; BTA was not…

by Adrian Loveridge - small hotel owner

There perhaps,  in these trying times, can be no more apt expression than Carpe Diem or seize the day in terms of exploiting every possible opportunity in destination marketing. As an example, even before the dust had settled on the Super Bowl final or the victors partying had abated, within hours the Aruba Tourism Authority was out there, offering the losing side, a complimentary holiday.

In a press release the CEO of the authority, Ronella Tijn stated ‘ We want to acknowledge and celebrate the hard work, dedication and season-long success of the team, despite their loss. We believe there is no better place to recover after a loss than Aruba. After all, we are known as One Happy Island’.

Whether or not the New England Patriots take up the offer, massive attention throughout the US media has been grabbed in the wake of one of the most watched sporting events in the country, at very little, if any cost.

I don’t suppose for a  single second that Ms. Tjin woke up the morning after the event and suddenly thought of this idea.

I am sure if their advertising agency, especially if it is based in the United States would have had it among suggestions to maximise awareness, especially at  such a critical vacation booking period.

It cannot be suprising then that any canny sales driven organisation would want to be associated with this event, which attracts over 111 million viewers. Each 30- second  paid commercial aired during the game costs a staggering US$3.5 million.

Again, it comes down to identifying and having the people who recognise that more can be done even when budgets are constrained.

Some years ago, the highly subsidised Caribbean Broadcasting Corporation, announced that they were going to increase the local programming content of their television station. Little at the time did we realise that this would largely be achieved by adding two hours daily of Caribworld shopping offerings.

As a marketing person with decades of attempting to achieve big picture results with very modest budgets, maybe I have always looked at things a little differently. But in anyone’s eyes, the broadcast time between the ever popular, Days of our Lives and the prime news segment would surely demand peak advertising rates and the largest viewer figures.

Yet, so often, these 6 or 7 minutes ‘fillers’  feature overseas recording artists like Toni Braxton and Kenny G.  As much as I like these outstanding performers, would it not be better to highlight some of our rising stars?

Bajan band Cover Drive

I think in particular of Cover Drive and their amazing achievement by capturing the Number ONE spot in the British singles chart with ‘Twilight’.

The band and its promoters clearly recognise the use of social media with over two and a half THREE million views (so far) of the official Twilight video, globally.

But I am sure there is a local audience, of all ages that would be inspired and possibly motivated by showing the video locally.

When the going gets tough, the tough go shopping.

Savvy marketers look for, seize and exploit opportunities where they arise.

BFP Editor’s note: This opinion article was printed as received from Mr. Loveridge with the exception of our opening comments and the title and subtitle that are BFP’s creation.

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40 Comments

Filed under Barbados, Barbados Tourism

40 responses to “Barbados Tourism Authority less than savvy marketers

  1. rastaman

    As usual,spot on by Mr Loveridge.When you have a BTA headed by persons who are better known for their business failures ,what do you expect?

  2. nookster

    Why would the BTA need to do what Loveridge saying when Ri-Ri fatty fatty nookie that look like a let go lobster does the job?

  3. Jrjrjrjr

    First I heard of this story and I live in the uk

  4. Name

    Nookster:
    Becoz when RiRi joins the 27 Club in four years time,
    Barbados will need to fall back on something else to promote itself?

  5. RC

    I have just heard that a furniture factory just outside of Bridgetown which was forced to reduce their staff from 25 full-time employees to 2 part-time employees through lack of business is now selling out. Appararently their is a Hotel on the South Coast which has been bought and is being refurbished by an International Hotel Chain and the furniture manufacturers had asked the Hotel official for a chance at bidding on supplying furniture. They were told that the Hotel was importing furniture for the 124 rooms from CHINA!

  6. BFP

    Hi RC. Which hotel on the south coast? Any other info? How long ago did the furniture factory try to bid? Which furniture business?

    Thanks!

    BFP george

  7. Mac

    How about the BTA inviting Adele & her Bajan musical director here for a holiday & concert. The worldwide press would be all over that like a rash!

  8. Adrian Loveridge

    Mac,
    I think thats a great idea. Adele, according to various interviews does not like huge venues and I am sure Miles would be very keen to showcase his birthplace. It might also help fill some of those planes from the UK, USA and Canada.

  9. Mac

    Adrian, if we can think of the obvious, why can’t the BTA? It’s not rocket science.

    It would bring in a lot of people & put Barbados on the map for the right reasons.

  10. Adrian Loveridge

    Mac,

    its puzzled me for an awful long time.
    As much as I admire Rihanna the demographics for Adele give us much greater scope.

  11. Mac

    Adrian.

    Agreed, who do we wake up, sorry, talk to at the BTA!!

  12. millertheanunnaki

    @Mac February 16, 2012 at 7:45 pm & Mac; February 16, 2012 at 7:56 pm.

    That is what you call “thinking outside the box”! Now that Adele has won so many Grammy awards I am confident her visit along with Miles would bring great PR to Barbados. But are not thinking along these lines.
    Anyway, expect your proposal to be hijacked by the same BTA who would make it look as if it is their “project”. Stay tune for the spin and “ambush” marketing of your proposal, Mac!
    It appears that the scheduled airlines are flying half-empty or to be a bit optimistic “half-full” and this is the peak season for British tourists arrivals. This was the situation at least up to 2-3 weeks ago; unless things have picked up significantly since then.

  13. Mac

    I fully expect it, Millertheanunnaki. The same way they jumped on Ryan Braithwaite when he won gold. The same way they jumped on Cover Drive when they hit no.1 in the UK. The same way the jumped on Eric Holder when he was appointed Attorney General in the US (if he gets arrested for gun running will they re – rename the centre they named after him, although Prisoner No. 245738 Centre doesn’t have the same ring to it!).

    They don’t build up only ride on their coat tails.

    The ideas are there, it just needs someone in the BTA who knows what one is. Maybe we should send them a dictionary, ideally with pictures to make it easier

  14. Tareddy

    I feal hoteliers shud market their hotels/barbados dum selves & stop wid de lotta beging

  15. millertheanunnaki

    @ Tareddy February 16, 2012 at 8:58 pm

    Ok, then! What would we do with the BTA? We Know. Close it to f*****g down. No reason for being, no mandate to fulfil, no waste of taxpayers dollars anymore.
    What about that, Tired d(i)y?

  16. close it down

    The BTA serves absolutely no purpose. All it does is suck taxpayers money to allow some of its staff to live grand lifestyles. Ask for concrete evidence of results from any of our BTA offices overseas and you will receive nothing. They live in London and New York and other places in expensive apartments and houses, draw huge allowances and do nothing. The BTA is one huge scam.

  17. watcher

    No matter what marketing is done, the cost of having a vacation in Barbados has to be looked at. It is simply far too high.

    Given the economic times and the cost of a barrel of oil, tourists will continue to have a hard time justifying the cost of vacationing in Barbados.

  18. yatiniteasy

    Not sure I really like Aruba`s idea of inviting the losers…”come to the Loser Island?”…It would have made a much better story if they had invited the WINNING team, to celebrate their great victory over the favourite Patriots.

  19. millertheanunnaki

    @Mac February 16, 2012 at 8:50 pm
    Mac the man or woman in the forefront of tourism marketing strategy, I got an idea to run by you.
    Have You hear the news that Adele has again been a star at the Brits Music Awards along with Rhianna doing her thing?
    Now here is a good one for you! Why not get the BTA to invite Adele, Miles and Rhianna down for a free week holiday to relax and unwind with just a few public appearances. Even the Brown boy could tag along at his own expense unless Rhianna objects!

  20. Mac

    Millertheanunnaki

    First off, Rihanna would probably insist Brown comes along!!!!

    But on a serious note, it would be a great idea which would bring a lot of attention for not much outlay. Also there should be some annual ceremony for ALL Barbadians doing well overseas, I read the other day of the make up artist on Broadway who’s been at the top of her game for the last 20-30 years. These stories need to be heard to encourage others to strive for greatness. The BTA is wrong to solely focus it’s attention one star when success is being gained in so many fields. The BTA cannot wait till whoever hits big & then say “we support you cos you’re Barbadian” there is great scope to benefit from those doing well as well as encouraging those here to “try & fly”.

  21. Adrian Loveridge

    Two more awards at the Brits for Adele with MILES directing and playing piano and still nothing shown on CBC. At least the Market Vendor mentioned it yesterday and there was a bit in the Barbados Advocate last weekend.

  22. millertheanunnaki

    @ Adrian Loveridge: February 22, 2012 at 10:01 am

    The quicker the CBC is privatized the better for the Country and a unnecessary removed from the necks of the taxpayers. Can’t a consortium of private investors make a bid for CBC with government stipulation certain local programming requirements as part of the granting of a licence?

  23. Adrian Loveridge

    Miller,

    Do you think ANY Governement in office would relinquish control of CBC.
    I would think any responsible Government would want local programming.
    I lived in Canada for a while and I remember when the then Government brought in the Canadian Content Law (not sure if that is the proper name) and the huge difference it made to a growing film production industry.
    Its time we moved away from self to national interest.

  24. Mark Fenty

    Adrian, your point is well taken, but given the moral climate of our modern existence. I think that is best that the government of Barbados continue to exercise oversight with respect to CBC. I based this perspective on the quality of programming that is being distributed, and the immoral content which is being broadcasted to malleable minds of the Barbadian youth.
    At lease with some governmental oversight there is some measure of control, as it relates to the developing minds of the Barbadian youth. Am also well aware of the fact the governmental is not in the business of legislating morality. But I’m quite confident the some will agree with me, that given the moral decrepitude of our present age, that government should continue to nationalize CBC.

  25. Mark Fenty

    Adrian, your point is well taken, but given the moral climate of our modern existence. I think that is best that the government of Barbados continue to exercise oversight with respect to CBC. I based this perspective on the quality of programming that is being distributed, and the immoral content which is being broadcasted to malleable minds.

    At lease with some governmental oversight there is some measure of control, as it relates to the developing minds of the Barbadian youth. Am also well aware of the fact the government is not in the business of legislating morality. But I’m quite confident the some will agree with me, that given the moral decrepitude of our present age, that government should continue to nationalize CBC.

  26. millertheanunnaki

    @Mark Fenty February 22, 2012 at 3:30 pm

    What are yo saying here?
    The morality of Bajan youths is not “fashioned” by the existing Government-owned CBC. Very few young people rely on CBC for information or entertainment. Have you ever heard about the Internet or non-terrestrial television? Not even the x-rated weather news can excite the youth any more. There are more religious programing on CBC than anything else. Do you think the youth are influenced by it? Let the parents by their behaviour and wider society shape the values and moral attitudes of the youth not an electronic propaganda outlet.

    Come off it man, the country cannot financially afford this political football and mouthpiece of any administration in power. Are you prepared an annul fee to CBC for what is currently broadcast?

  27. Mark Fenty

    @ Millertheanunnaki, you’re right there is such a thing as the internet, which shapes the attitude of youth in contemporary society. That I agree with, your point is well taken there.

    But my argument is centered on the premise that, if the government relinquishes control CBC to the private- sector; it opens itself up to a further moral decline of the youth in contemporary Barbadian society.
    Just take a close look at the youth in the United States of America, and tell me who is they number one influence.

    Now, come on Miller, do you honestly think that the testosterone driven youth in Barbados; Sits around anticipating those Christian programs that you seems to think impact them, in positive ways, please. Miller research has shown that the mass-media exerts a great influence on the youth than they parents, and friends.

    Finally, my friend government sets the atmosphere, which shapes the moral directionality of the country. Those individuals, who command our highest offices, are the trusted custodians, of our moral, religious, and social ideals.

  28. Mark Fenty

    Millertheanunnaki, if you take a closer look at the moral decline which has transparent within the last fifty years or so. I’m quite certain that you would agree with me, when I say that the number one, contributing factor to this moral decrepitude has been the Mass-media.

    I’m quite sure that you’re well aware also, of the fact that late Prime Minister Mr. Errol Barrow preached vehemently against an invading Americanism. He thought at that time that the America values were undermined our Barbadian way of life.

  29. Mark Fenty

    Millertheanunnaki, if the parent’s behavior reflects the status quo, then tell me how this in anyway provides right moral compass for the malleable youth? Our world is in a moral decline my friend, and it seems like right has become wrong, and vice versa.

  30. millertheanunnaki

    @Mark Fenty February 22, 2012 at 9:01 pm
    ‘Finally, my friend government sets the atmosphere, which shapes the moral directionality of the country. Those individuals, who command our highest offices, are the trusted custodians, of our moral, religious, and social ideals.”

    In other words leaders must lead by example. Young people watch our actions not only listen to our words. Those at the top both in politics and other civic institutions must try harder in setting morally appealing examples before we can call the youth to account. They have an excuse -youthful exuberance fueled by hormones and the desire to experience things in life. The so-called elders in Parliament, the Church and business can do better. Direct your appeal for greater rectitude to those who consistently lie, steal from the public purse and get involved corrupt dealings,owing millions in VAT collected from poor people and consumers, financing the drug trade, bribing crooked officials and awarding government contracts for personal gain are not actions to hold up to young people as paragons of virtue. It is not the Media but the actual behaviour of so-called leaders that turn young people off and reject our hypocrisy and double standards. The CLICO affair is a case in point.

  31. Mark Fenty

    Millertheanunnaki, it is time that we get back to an acceptable standard of morality, reflective of a biblical world view. Then the youth I believe, would unconsciously do the right thing, without haven’t be told to do so. It was evidence in my generation; the society collectively imposed a moral standard upon me, of which I felt deep within my conscience, I had to obey for fear of ostracism.

  32. Mark Fenty

    Millertheanunnaki, are you unilaterally and arbitrarily advancing the view, that the actions of a few corrupted politicians. Should somehow undermine the collective apparatus of the political institution as a whole?

    Listen! My friend you can’t paint with a broad brush the actions of a few bad apples, to condemn collectively the whole. Because you know as well as in do, that there are exceptions to the general rule.

  33. Mark Fenty

    Millertheanunnaki, are you unilaterally and arbitrarily advancing the view, that that actions of a few corrupted politicians. Should somehow undermine the collective apparatus of the political institution as a whole?

    Listen! My friend you can’t paint with a broad brush the actions of a few bad apples, to condemn collectively the whole. Because you know as well as I do, that there are exceptions to the general rule.

  34. millertheanunnaki

    @Mark Fenty: February 22, 2012 at 9:43 pm

    It seems you are trying to dodge the real issue (kernel) at hand. You cannot legislate or enforce morality on people. Let the leaders lead by example and the majority would look and emulate. Tell the current crop of so-called leaders to “get back to an acceptable standard of morality, reflective of a biblical world view”.
    Let us hear you pinpoint the location of the moral cancer and stop beating around the bush where the innocent young people are playing.

  35. Mark Fenty

    Millertheanunnaki, so are you advocating an anarchist freedom my friend? Sir Alexander Hamilton asked that question long ago why has government being instituted at all? He believed that reason why government was instituted was “Because the passion of men would not conformed to the dictates of reason and justice without constraints.”

  36. Mark Fenty

    Millertheanunnaki, Thomas Hobbes believed the same thing that is why he created the Social Contract. Almighty God believed the same thing that why he created the Ten Commandment my friend.

  37. Mark Fenty

    Finally, my friend an absolute freedom is no different than one denied.

  38. Mark Fenty

    I don’t want to get into a philosophical debate regarding the concepts freedom, and morality. But I know this much, we seems to living in a world where the youth haven’t been taught the gold rules, neither the Ten Commandments.

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