by • 9 November, 2009 • TRAVEL / HOSPITALITYComments (0)1263

‘Mr. Big’ lures divers to the Bahamas

Perhaps one of the most exciting aspects of destination marketing is the need to appeal to a wide variety of prospective visitors: business travellers, honeymooners, MICE travel business, and other elements.

Additionally, if you’re the Bahamas Ministry of Tourism, scuba and deep sea divers are an important demographic as well.

For years, the “It’s Bigger In The Bahamas” campaign has merged destination marketing with the niche concerns of the diving community. The campaign was ran (and is still running) in dive-specific media, focused on the hard-core dive enthusiast market in the Americas. The campaign has resulted in a unique positioning of the destination, garnering increases in dive tourism, and branding the destination with a unique market position: Home of Big Animals for Diving.

And they’ve been successful: The Bahamas has been voted one of the world’s top destinations for “Big Animals” by Scuba Diving Magazine’s annual diver survey for over 15 years.BahamasDiveMarketingAd

Thanks to Cline Group, Inc. of Dallas & Ft. Lauderdale for sharing their dive marketing creative work for the Bahamas Ministry of Tourism!

For this year’s World Travel Mart in London, Criterion Global is taking a walk down destination marketing memory lane with some favourite vintage and current DMO creative. If your DMO or CVB has a video you’d like us to post, send it along between now and 11/9!

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