MARIGOT--The French St. Martin Tourism Office announced a new film and image advertising campaign days ago, geared at creating “a new brand promise” and driving traffic to the island.
The 450,000-euro campaign will launch in France in the coming weeks and then will start targeting source markets in North and South America.
The concept centres on inviting the consumer to “smile at life,” St. Martin Tourism Office Interim Director Kate Richardson explained in a presentation at the recent Caribbean Tourism Organisation (CTO) State of the Industry Conference (SOTIC) in Curaçao. She was joined by St. Martin Tourism Commissioner Jeanne Rogers-Vanterpool.
The campaign features lively and realistic superimposed images themed after various activities on the island, formed into smiling faces.
The video, shared with members of the media and the tourism industry in Curaçao, featured all the island has to offer with the use of drones, showing perspectives that would be new even to residents. The entire campaign is digital for now.
Drones capture an array of scenes and activities at 14 locations, including Anse Marcel, Loterie Farm, the Lowlands and some of the Dutch side, and took two weeks to film. Some 24 people were involved in creating the video.
The campaign invites travellers to be happy and free, and to enjoy the lifestyle, Richardson explained. The Tourism Office wants to show a dynamic destination that can adequately meet visitor expectations.
Shown in English, it will be translated into Portuguese and Spanish, but not French – in line with promoting an international feel to that market.
The campaign is meant to be a stronger follow-up to the last one, which was promoted in France, Belgium, Switzerland and the United States from 2009.
