Daily Archives: August 4, 2012

Justin Bieber learns to surf in Barbados – and our Barbados Tourism Authority couldn’t care less

by Adrian Loveridge, small hotel owner

First, I would like to sincerely congratulate Zed Layson and his team at Surfers Point for being awarded one of the world’s top ten surfing schools by the prestigious National Geographic Traveler Magazine. It’s a tremendous accolade for a small business operated by a vibrant young entrepreneur and you would think that it might be a role model example for our media and national marketing agency to highlight.

Perhaps our news media and our national marketing agency – the Barbados Tourism Authority – do not fully understand the branding and destination exposure benefits brought by have having ‘famous personalities’ like teen super star, Justin Bieber learning to surf off our shores.

Only this year Forbes rated the singer the third most powerful celebrity in the world, so its not surprising that even an amateur video of Justin taking board lessons off Inch Marlow has been watched by hundreds of thousands of people on YouTube.

Or discussed among his 43 million Facebook fans.

According to the ABC (Audit Bureau of Circulation) National Geographic Traveler Magazine has a verified circulation of over 725,000 copies, so a readership of nearly 2.9 million people. I would also argue, probably with a demographic profile, more likely to be influenced by Barbados as a vacation choice.

By piggybacking on the years of endevour Zed has taken to build his business, through ensuring consistent customer service, ‘we’ as a destination have not paid a single cent for this extensive coverage. Continue reading

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