Issue link: https://digital.copcomm.com/i/910090
In partnership with its advertising agency of record, J. Walter Thompson Atlanta (JWT), which is responsible for creative design, and local Virgin Islands company FilmVI, the popular "Virgin Islands Nice" campaign was revised to give consumers insight into Virgin Islanders' lifestyle, while capturing the attention of visitors who seek to experience a unique vacation rich in interactive cultural offerings. With more than 80 percent of the campaign development budget spent in the Territory, the production resulted in the hiring of more than 100 on-island talent and crew, as well as wardrobe, props and equipment to achieve a new level of authenticity. The refreshing new phase of the campaign, which involved creating print, television and digital assets, focuses on authentic Virgin Islands experiences , highlighting food, culture and people, along with the natural beauty of the destination. The voice-over talent of Virgin Islands artist Pressure Busspipe is featured in the television anthems, while his music can be heard in some of the digital videos, which will be shared online. "To a Virgin Islander, 'real nice' is more than a phrase; it's a feeling of positivity that speaks to the way we live and embrace each other as a peo- ple," said Beverly Nicholson-Doty, the U.S. Virgin Islands' Commissioner of Tourism. "These advertise- ments dive deeper into showcasing the authen- ticity of our destination." To capture the true essence of the islands visually and emotionally, JWT and FilmVI worked seamlessly to ensure there was a local feel to all aspects of the production - from loca- tions to props to sound design. All lighting was natural and the production team followed local talent for three weeks, capturing genuine responses to Virgin Islands experiences. Virgin Islands co-director of the project Dwight Winston of D. Winston Media said: "It is an honor to have been selected by the U.S. Virgin Islands Department of Tourism to direct their 2017 'Real Nice' promotional campaign. I am humbled by this once-in-a-lifetime oppor- tunity and appreciate USVI Tourism's commitment to supporting local talent." The "Real Nice" campaign includes three television spots ("State of Mind," "Live How We Live" and "Free To Explore"), as well as 16 digital videos and more than 10 print ads. CARIBBEAN CORNER B M & T ••• September/October 2017 ••• www.blackmeetingsandtourism.com Meet Puerto Rico (MPR), the Destination Marketing Organization (DMO) responsible for attracting meetings, conventions, trade shows, sporting events and incentive groups to Puerto Rico kicked off the new fiscal year focusing on its mission to gener- ate economic activity by attracting groups and conventions to the island, through an aggressive year-long sales calendar including activities in major markets in North America, Latin America, Europe and the Caribbean, announced Milton Segarra, CDMA, presi- dent and CEO of the organization. The calendar of opportunities includes approximately 60 sales and promotional events, including trade fairs, press trips and networking activities, in cities such as Frankfurt (Germany), Barcelona (Spain), Mexico City (Mexico), Chicago (USA), Orlando (USA), Las Vegas (USA), T oronto (Canada) and Montego Bay (Jamaica). Meet Puerto Rico's partners will participate as well to continue strengthening the des- tination's message, said Segarra. "Puerto Rico's tourism ecosystem is broad and offers an authentic and first-rate experience," said Segarra. "Our partners' reputation of suc- cessfully competing on a global scale in the groups and conventions mar- ket is priceless," said Se garra. "Having them join us at these events allows us to reach even more potential customers and adds a value to our offer- ings so that potential customers find out firsthand what we can offer them as a destination." Segarra said Meet Puerto Rico's efforts to attract groups and conven- 38 U.S. VIRGIN ISLANDS LAUNCHES NEW ADVERTISING CAMPAIGN The United States Virgin Islands Department of Tourism Has Debuted a New Advertising Campaign, Named "Real Nice" MEET PUERTO RICO KICKS OFF NEW FISCAL YEAR WITH FULL ACTIVITIES CALENDAR Sales Team Hits the Ground Running With Activity-Filled 12- Month Event Calendar