ST. THOMAS, U.S. Virgin Islands – Travel Agent recently returned from its coverage of the 16th annual U.S. Virgin Islands (USVI) Destination Symposium where the biggest news was the upcoming addition of Delta Air Lines and American Airlines flights to combat what is currently an 11-percent decline on the island.
But other news that we didn’t tell you until now basically revolved around the destination’s new marketing strategy. The new positioning, “You, Unscripted” communicates that visitors can create their own unique vacation experience in the destination. The positioning also incorporates the USVI Department of Tourism’s new Mocko Jumbie logo alongside stunning scenery, cultural and historical icons and activities that highlight the beauty and diversity of a vacation experience in the U.S. Virgin Islands.
Travel Agent first told you about the new logo and plans for the new campaign earlier this year. The $6 million campaign consists of 30-second TV spots, as well as magazine, newspaper and Internet advertising. Samples of the print ads and a 30-second television spot may be viewed online.