An exciting new multi-media Campaign, incorporating advanced audio recognition technology, was launched by the St. Kitts Tourism Authority on 12 May 2012, in partnership with British Airways and the Telegraph Media Group (TMG). This joint campaign will run key activities in May, June and September incorporating broadcast, mobile, online and print.
With the focus on driving bookings and sales through special British Airways Holidays offers, the campaign’s highlight in May will be the TV broadcast of a 30-minute programme on St. Kitts. Using audio recognition technology, users of iPhone, iPad and Android phones will be further engaged with added value content via the St. Kitts Experience mobile app.
Representing TMG’s first commercial augmented reality campaign, ’ St. Kitts Experience’ explores the island through its heritage & culture, food and drink, leisure activities, sports and Kittitians themselves. Broadcast commences on Saturday 12 May on Sky 231 and freesat 402 - and is weekly until 23 June. Viewers who download the ‘St Kitts Experience’ app will receive additional content directly to their iPhone or iPad, which can be shared on social media (Twitter, Facebook and Google+ 1). In addition, users can request more information on the destination or check out the fantastic offers on ba.com/stkitts. Sky+ customers will additionally be able to record the programme for viewing later.
Rosecita Jeffers, CEO of the St. Kitts Tourism Authority, said, “in today’s increasingly social media and mobile environment, this year’s campaign with British Airways and TMG offers an innovative way to bring the destination to life like never before, while also offering the potential to drive bookings from the UK market. The on-going partnership with these two strong UK brands offers a huge kudos to the St. Kitts brand and confirms this destination’s embracing of the global tourism trends.”
James Lancaster, Director, Specialist Sales, TMG said: “We are delighted to be pushing the boundaries and incorporating augmented reality into an extensive client campaign. Working with St. Kitts Tourism Authority, British Airways, Aurasma and Information TV has been a truly collaborative partnership and we look forward to seeing how this resonates with our multi-platform audiences.”
Claire Bentley, Managing Director, British Airways Holidays commented “We are delighted to be working alongside both St Kitts Tourism Authority and TMG on this exciting campaign. This is a great opportunity to really inspire holidaymakers to go discover St Kitts and show-case this gem of an island in a new light.”
Complementing the TV broadcast in May will be a series of print adverts and advertorials in the Daily Telegraph Review, Travel supplements and Sunday Telegraph’s Discover supplement where the use of augmented reality will allow readers to watch a preview of the TV programme by holding their phone (iPhone, iPad and android) over the ads. The advertorials will focus on various aspects of the destination including its heritage and culture, its diverse activities and also its range of food and drink.
In September 2012, the campaign continues with the launch of an online element.
St. Kitts and Nevis is currently served twice-weekly on Saturday and Tuesday from London Gatwick by British Airways, the first scheduled carrier to provide regular airlift to the island. The BA aircraft uses a three class, 280 seat Boeing 777 aircraft holding 40 Club World seats, 24 World Traveller Plus and 216 World Traveller seats.