US Virgin Islands Hotel & Tourism Association
U.S. Virgin Islands Launches New Advertising Campaign
The U.S. Virgin Islands Department of Tourism has debuted a new advertising campaign, named “Real Nice.”
In partnership with its advertising agency of record, J. Walter Thompson Atlanta (JWT), which is responsible for creative design, and local Virgin Islands company FilmVI, the popular “Virgin Islands Nice” campaign was revised to give consumers insight into Virgin Islanders’ lifestyle, while capturing the attention of visitors who seek to experience a unique vacation rich in interactive cultural offerings.
With more than 80 percent of the campaign development budget spent in the territory, the production resulted in the hiring of more than 100 on-island talent and crew, as well as wardrobe, props and equipment to achieve a new level of authenticity.
The refreshing new phase of the campaign, which involved creating print, television and digital assets, focuses on authentic Virgin Islands experiences, highlighting food, culture and people, along with the natural beauty of the destination. The voice-over talent of Virgin Islands artist Pressure Busspipe is featured in the television anthems, while his music can be heard in some of the digital videos, which will be shared online.
“To a Virgin Islander, ‘real nice’ is more than a phrase; it’s a feeling of positivity that speaks to the way we live and embrace each other as a people,” said Beverly Nicholson-Doty, the U.S. Virgin Islands’ Commissioner of Tourism. “These advertisements dive deeper into showcasing the authenticity of our destination.”
To capture the true essence of the islands visually and emotionally, JWT and FilmVI worked seamlessly to ensure there was a local feel to all aspects of the production – from locations to props to sound design. All lighting was natural and the production team followed local talent for three weeks, capturing genuine responses to Virgin Islands experiences.
Virgin Islands co-director of the project Dwight Winston of D. Winston Media said, “It is an honor to have been selected by the U.S. Virgin Islands Department of Tourism to direct their 2017 ‘Real Nice’ promotional campaign. I am humbled by this once-in-a-lifetime opportunity and appreciate USVI tourism’s commitment to supporting local talent.”
The “Real Nice” campaign includes three television spots (“State of Mind,” “Live How We Live” and “Free To Explore”), as well as 16 digital videos and more than 10 print ads.
U.S. Virgin Islands Markets Territory in New Orleans
The USVI Department of Tourism outlined the territory’s many attractions for a broad variety of activities to the participants at the National Association of Black Journalists (NABJ) convention, which attracted more than 3,300 delegates.
The USVI tourism offerings enjoyed high visibility with journalists and communication specialists attending the 2017 NABJ Convention through its hosting of the convention’s popular Founders Reception for the seventh consecutive year.
Commissioner Nicholson-Doty highlighted the importance of cultivating strong relationships with African-American media professionals, including those who work with black-owned media houses and those who are reporting on the national stage. She also enjoyed an informal discussion with former New Orleans Mayor Marc Morial, who is now the president and CEO of the National Urban League, which has 88 affiliates serving 300 communities in 36 states and the District of Columbia, providing direct services that impact and improve the lives of more than 2 million people nationwide.
She was pleased to report on how the strong relationship with NABJ had positively impacted the coverage of the USVI in the multicultural and mainstream media served by NABJ members: “Our partnership with NABJ has truly changed the complexion of the stories emanating from the U.S. Virgin Islands as writers focus on our history, our culture and our people. This coverage is encouraging for our residents and enriching for our visitors.”
During the reception, guests were entertained by gifted Virgin Islands steel pan player Stan Brown, as well as mocko jumbie Alison Foy, who was accompanied by carnival dancers. A cocktail recipe featuring Cruzan rum was served at the reception at which NABJ Founder Paul Brock was honored for his tireless work in support of the 42-year-old organization. Founder Brock began his journalism career in St. Thomas.
Nicholson-Doty participated in a NABJ panel about film and television where the department’s new “Real Nice” ad campaign was unveiled and which encouraged aspiring and seasoned filmmakers to consider the U.S. Virgin Islands as a convenient location for shooting their upcoming projects.
Continuing its policy of encouraging youth to look more closely at the importance of tourism to the territory’s economy, the Department of Tourism hosted two recent communications graduates of the University of the Virgin Islands, Kevon Browne and Augustus Laurencin, whose participation in the NABJ convention allowed them rich networking opportunities as well as continuing education.
As part of its marketing push in New Orleans, the Department of Tourism hosted a lunch for travel agents and meeting planners. A presentation by the commissioner and a vibrant cultural showcase gave attendees deeper insight into what’s new in the USVI, and travel sellers were reminded of the territory’s rich offerings.
“The interest in the USVI was strong. A few already had upcoming bookings in the cards, while others – inspired by destination updates as well as a vibrant cultural presentation – are now keen to introduce their clients to the prospect of a Virgin Islands getaway,” the commissioner noted.
U.S. Virgin Islands Senate President Sen. Myron D. Jackson and Sen. Marvin A. Blyden also attended the conference. Supporting the department’s events in New Orleans with prize giveaways were Bolongo Bay Beach Resort, Frenchman’s Reef & Morning Star Marriott Beach Resort and The Buccaneer.