St Lucia launches marketing campaign alongside The Bachelor UK
September 7th, 2011 by elisa

I had the misfortune to catch a bit of Channel 5’s new reality TV series, The Bachelor UK the other day. The premise is a gaggle of sunbathing pretty girls go on a series of dates with the rugby star, Gavin Henson, in a variety of beautiful locations around the world. At the end of each episode, Gavin looks torn as he has to decide which girls to keep, and which girl to eliminate in the quest for ‘true love’.

While the programme is not my cup of tea, it’s undeniable that it is set in some of the nicest places in the world. One of these, St Lucia, has decided to take advantage of this and launch a six week marketing campaign to coincide with the two episodes it’s featured in.

The creative focus will be on the island’s status as a romantic honeymoon destination using the banner Made for Romance. In addition, the Saint Lucia Tourist Board is launching a microsite on its website which will go live in mid September. It will allow on island hoteliers to upload added value coupons and discount vouchers to support the campaign.

Once a client has booked a holiday to Saint Lucia, agents and operators can send them to to download the vouchers which can be redeemed on island or through their hotel.

The booking window is from 1st October 2011 to 31st January 2012 with travel from 1st October 2011 to 31st December 2012.


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