Black Meetings and Tourism

November/December 2013

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•pg_54-67__BMT_pg3-58 1/8/14 9:36 PM Page 64 CARIBBEAN CORNER US VIRGIN ISLANDS PARTNERS WITH BRAND USA TO REACH CANADIAN MARKET Partnership is the First Between Brand USA and a U.S. Territory The United States Virgin Islands Department of Tourism is partnering with Brand USA on a campaign to increase visitation by Canadian residents. The partnership marks the first between Brand USA and one of the five U.S. Territories. Under the partnership, the United States Virgin Islands Department of Tourism contributed more than $100,000. Brand USA intends to use the contribution to geo-target Canadian residents, the second largest international visitor arrival market for the Territory. "Through Brand USA's marketing efforts, the U.S. Virgin Islands will amplify its reach into the Canadian travel market," said Commissioner of Tourism Beverly Nicholson-Doty. "We are pleased to partner with the first entity to promote inbound travel to the United States and to help increase awareness and interest in travel to our islands." "Brand USA's partnership with the U.S. Virgin Islands will create benefits far RALPH TAYLOR'S SOCO HOTEL SPECIALIZES IN "TARGETED EXCELLENCE" A new boutique, luxury hotel on Barbados' vibrant south coast is finding its niche and enjoying success in an area typically known for its mid-market properties. Caribbean hotelier Ralph Taylor is reporting positive results since The SoCo Hotel opened in June. Taylor, the entrepreneur who helped transform the face of the local visitor industry by introducing the Almond Resorts all-inclusive hotel concept to middle- to upper-end tourists in Barbados, is turning his energies and 64 beyond the immediate marketing campaign," said Caroline Beteta, Brand USA's interim CEO and incoming chair of the organization's board of directors. "Brand USA's inaugural campaign in Canada resulted in an increase in intent to visit the United States by 13 points, so we're confident this new collaboration will attract a growing number of visitors for the U.S. and the U.S. Virgin Islands too," Beteta added. The U.S. Virgin Islands maintains a dedicated sales and marketing presence in Canada. More than 39,000 Canadians have visited the Territory over the past five years, and the Department of Tourism's website, www.visitusvi.com, has attracted more than 27,000 unique visitors in Canada this year, with more than 80% of those representing first-time visitors to the website. Brand USA was established by the Travel Promotion Act in 2010 to spearhead the United States' first global marketing effort to promote the nation as a premier travel destination and communicate U.S. entry/exit policies and procedures. Formed as the Corporation for Travel Promotion, the public-private entity, doing business as Brand USA, began operations in May 2011. Through its call-to-action – DiscoverAmerica.com – Brand USA inspires travelers to explore the USA's boundless possibilities, of which the U.S. Virgin Islands is an exceptional example. For more information about the United States Virgin Islands, go to VisitUSVI.com. attention to delivering what he terms "targeted excellence" in the high-end boutique landscape. "At SoCo we offer truly personalized service with exceptional food and high quality service delivered by a caring staff committed to helping our guests relax and de-stress," he said. Although SoCo offers an elegant boutique environment, it features a key hallmark of Taylor's success. Unlike many similar properties, SoCo is an all-inclusive hotel. In his experience, Taylor has found that guests seem to relax more when they don't have to be concerned with the incremental costs typically associated with hotel stays, such as meals and other services. In fact, SoCo offers an all-inclusive à la carte menu incorporating fresh indigenous ingredients grown in Barbados. Taylor is the former chairman of the Barbados Tourism Authority, ex-president and former chairman of the Caribbean Hotel and Tourism Association, and former Chairman of the Advisory Council of the Minister of Tourism. B M & T ••• November/December 2013 ••• www.blackmeetingsandtourism.com

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