USVI ‘Ice-Breaker’ entices those freezing in North America

The United States Virgin Islands’ new advertising campaign, which highlights the “USVI Ice Breaker” promotion has been launched. The release of the Territory’s newest advertising campaign arrived in time to target travellers experiencing extremely low temperatures in the Northeast and other parts of the U.S.
“We are excited about our first destination-wide promotion of the New Year.” Richards said. “I am confident that the recent launch of our strategic advertising campaign and the current freezing temperatures in the various parts of the U.S. will further encourage travelers to make reservations for America’s Caribbean this winter. The “USVI Ice Breaker” promotion is a great way to get rid of the winter blues and enjoy the warmth of the United States Virgin Islands and its people.”The current winter advertising campaign includes several components. The television commercials, which began airing on January 5, are scheduled to run through February 1. The new 30-second television ads will air on the following national cable networks: American Movie Channel, BBC America, Black Entertainment Television, Bravo, CNN, DIRECTV Adult, Discovery Home & Leisure, E! Entertainment, Home & Garden Television, Lifetime, Lifetime Movie Network, Nick at Nite, The Learning Channel, the Travel Channel, TVLAND, USA network and the Weather Channel.Print ads targeting travel agents were placed in trade publications, including Travel Weekly and Travel Age West. Consumer print ads also were placed in major newspapers of the territory’s targeted geographic markets.News of the spectacular savings and value-added amenities of the “USVI Ice Breaker” promotion has been distributed to more than 3,000 media representatives who provide information to potential travelers in many national media outlets. To bolster the widespread promotion of the winter campaign, the Department of Tourism also distributed a colorful email announcement with details of the promotion to more than 70,000 of the country’s top travel agents who book Caribbean vacations. Targeted mailings to potential travelers, influential industry partners and consumers are scheduled to help augment bookings to America’s Caribbean this winter.The “USVI Ice Breaker” promotion offered by the United States Virgin Islands Department of Tourism, in conjunction with the U.S. Virgin Islands Hotel & Tourism Association, provides discounted accommodations and many value-added incentives for the perfect winter getaway.Rates start as low as US$105 per night, for travel now through April 18, 2004. Travellers must book their reservations for this seasonal promotion by March 15, through their favorite travel agent.