Images of the USVI are once again being beamed through New York’s Times Square and in hundreds of subway cars throughout New York City this winter.
The Department of Tourism has been advertising on the NBC Jumbotron screen since November 17, 2003, and will continue to run the ads until January 4, 2004. The new ads recommend that hurried New Yorkers and New York City tourists enjoy a “Red, White and Blue” Christmas, by featuring the white sands, blue waters and red boats and sails of the USVI.In addition, through images of green fields, children playing on the beach and scuba divers, onlookers are encouraged to make a few New Year’s resolutions to relax, laugh and exercise more. The beautiful warm images of America’s Caribbean will be seen during the busiest shopping and sightseeing days in New York City, as well as during the famous Times Square New Year’s Eve celebration, which welcomes millions of revelers each year. The screen stretches to 30 by 40 feet in size, making it the world’s largest television, viewed by more than 1.5 million individuals on any given day.“We ran a similar campaign during the 2001-2002 holiday season, which proved incredibly successful during a difficult time for the tourism industry,” Commissioner Richards stated. “I have no doubt that this year’s efforts also will result in increased bookings to the Territory as well as an increase in overall branding awareness of our unique U.S. destination.“The Jumbotron screen ads are just one component of the Department of Tourism’s new winter marketing campaign. In addition to the video blitz, passengers aboard subways throughout New York City are once again enjoying a variety of scenic banner ads that adorn more than 570 of the city’s trains. Images of beaches, breathtaking vistas and sunny skies leave commuters daydreaming of a warm tropical holiday during New York’s cold winter days. This year’s subway campaign debuted on November 3, 2003, and will continue until December 28, 2003.The simultaneous “USVI Ice Breaker” promotion provides visitors an array of value-added incentives, making following the lure of the ads and booking a holiday to St. Croix, St. John and St. Thomas during the holidays even more attractive. The wintertime promotion includes the seventh night accommodations free, US$50 in sightseeing and shopping money upon arrival and a host of other savings opportunities.