A new tourism initiative will be launched in November, targeting cruise visitors as part of efforts by the Grenada Tourism Authority (GTA) to stimulate cruise business and convert persons from a one-day stay into a longer stay.
In making the announcement last week Thursday, Nautical Development Manager at the authority, Nikoyan Roberts said the new initiative developed by the E-Business Department, will engage cruise passengers as well as crew members who visit the island between the period of November 15, 2016 and April 30, 2017.
According to Roberts, “the programme was designed as a content creation competition where the Pure Grenada brand and the Cruise Grenada brand through the use of the hashtag ‘Cruise Grenada,’ will be able to feed our social media community and it will use digital technology to engage our followers”.
“They (participants) will come on a cruise, engage with Grenadian suppliers (and) tourism providers to go to places to take high resolution videos and photos and post it on to social media…Depending on the amount of likes they would have received at the end of the contest period then they would be chosen to come back to Grenada for a longer stay,” she remarked.
Roberts said the price incentive for the new GTA initiative would allow Grenadians to “return to Grenada for a longer stay of seven days”.
The female Nautical Development Manager indicated that the GTA board has created quite a “stir” with the approval of the collaborative social media marketing strategy, which utilises an online competition to engage and reward new and existing followers.
She added that “partners at the Grenada Hotel and Tourism Association (GHTA) have already pledged support so that we can utilise all of our resources towards the success of this programme.”
Roberts is optimistic that through the execution of the social media contest for “approved visitors we will achieve free publicity for the Pure Geo-Tourism brand,” created in 2014 by Inglefield/Ogilvy & Mather Ltd, the Caribbean arm of Ogilvy, the global advertising giant, around a new Geo-Tourism positioning created by Jennifer Ellard-Alexis at Ethical Ideas.
The new GTA marketing initiative seeks to increase social media following, the ability of Pure Grenada through the use of the hash tag to improve its search engine optimisation ratings to accumulate user generating content, which can be used for future in house marketing, strengthen visitor focus and stimulate them to spend more while they are in the country, just to name a few.