Two islands, under a single flag, so lush and exquisite that it’s difficult to do them justice in words alone. The Antigua & Barbuda Tourism Authority came to Paragraph in need of help conveying this beauty to the North American market. Through careful research and a close partnership, we began to understand what made the twin islands different. This understanding took shape as we articulated their visual and verbal position, identity, and marketing initiatives. The twin islands are now well-equipped to connect with prospective visitors. Helping people feel the sand on their feet and the sun on their face? All in a day’s work.
Our “Get to Happy” campaign ran through the summer months of May to August 2016 and promoted the destination’s most radiant characteristics. The campaign was a huge success and received multiple awards. “Get to Happy” won the Gold Award for AVA’s Best Digital Campaign and the Gold Award for Best Integrated Marketing Campaign at the 2016 MarCom Awards. In addition, the email campaign brought in 2,128 subscriptions and 8,453 total sessions.
The “Choose Warmth” campaign was a sweepstakes promotion done in conjunction with Sandals resorts, encouraging travelers to “Choose Warmth” by selecting Antigua and Barbuda for their next vacation. The success from this project captured more than 3,000 emails, delivered 700,000 ad impressions, and helped Antigua and Barbuda reach their highest travel records in 10 years with more than 100,000 visitors in 2016!
Life is Sweet
Paragraph further assisted the Tourism Authority with their role in New York City’s Caribbean week and designed a full range of marketing materials, including brochures and banners, for the “Life is Sweet” campaign. The look highlighted the island’s signature black pineapple, said to be the sweetest fruit around. Visuals also included nautical flag references for an authentic feel and nod to the island’s sailing culture.