KINGSTOWN, St. Vincent, March 26 — This country’s Digital Detox campaign won gold in the best public relations strategic campaign category at the CIMTIG Travel Marketing Awards 2013 in London on March 21.
“Four bgb”, the PR and advertising company representing SVG in the United Kingdom/Europe market created a campaign that saw SVG labelled the authentic, laid-back alternative to high-tech destinations. The initiative used research to promote the 32 islands and cays as a destination for people to switch off and relax.
Consumer research showed that 77 per cent of people thought they’d be nicer people and have better relationships if they used their technology less.
Positioned as an escape from the modern day ‘addiction’ to gadgets and technology, the ‘digital detox’ was packaged and sold by tour operator partners including Caribtours and Black Tomato and has resonated extremely well with a global audience, the SVG Tourism Authority said.
The campaign was leveraged across print, radio and video news releases, generating over 85 pieces of print and online coverage. A twitter hashtag #detechSVG and facebook page generated buzz in the social space with web traffic to http://www.discoversvg.com rising by 66 per cent.
The destination also featured in a Mintel report on changing trends in consumer habits and mobile technology.
The Travel Marketing Awards is considered as the only travel industry event of its kind recognising marketing excellence in the travel industry.
The event is attended by senior professionals from the travel industry and specialist marketing agencies.
Glen Beache, chief executive offiver of SVGTA described the win as “a wonderful achievement for St. Vincent and the Grenadines, further cementing our appeal as an authentic Caribbean destination where the natural beauty, laid back vibe and friendly people offer visitors the perfect backdrop for switching off, slowing down and recharging batteries”.