$15M allocated for tourism marketing & promotion
This is according to Premier and Minister of Finance, Hon Andrew A. Fahie (R1) who made the announcement in his 2020 Budget Address on Tuesday, November 19, 2019.
"Mr Speaker, in marketing and promoting the economy and as we embrace the greater use of technology, the BVI Tourist Board will be utilising Search Engine Marketing strategies which involve using the web architecture of companies such as airlines and travel sites to promote our destination," Hon Fahie told the House.
Paid Search Marketing
Search Engine Marketing or SEM refers to paid search marketing, a system where businesses pay Google and other search engines like Bing and Yahoo to make their ads appear alongside results for those search queries. This method is utilised by companies looking to inject advertising when customers are searching for a particular topic.
According to wordstream.com, search engine marketing’s greatest strength is that it offers advertisers the opportunity to put their ads in front of motivated customers who are ready to buy at the precise moment they’re ready to make a purchase. “No other advertising medium can do this, which is why search engine marketing is so effective and such an amazingly powerful way to grow your business,” the website stated.
While Premier Fahie did not indicate how much of the $15M budget allocated to tourism will go towards SEM, he said it will run in addition to other traditional marketing techniques being used to promote the territory.
"We will continue to market to our core demographic in US and Canada, Regional Caribbean, Italy, Germany, France and Latin America, but we recognise it is also important to reach out to emerging markets," he said.
According to the Leader of Government Business, the view is to gain ground in the Scandinavian as well as Canadian markets, "Niche markets such as MICE (Meetings, Incentives, Conferences and Exhibitions), Adventure, Health and wellness as well as Culinary and Sports will be explored," he said.
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11 Responses to “$15M allocated for tourism marketing & promotion”
Some years ago an American video marketer residing in the territory approached the TB with a marketing plan whereby footage of various picturesque BVI scenery would have been shot for TV footage in various smaller less expensive American markets, (rather than CNN's national markets); the offer was brushed aside in preference for the so-called experts already in place. A picture is still worth a thousand words and Despite the more costly TV Ads, it is about time the BVIs with its more picturesque scenery than others by far, Display its natural beauty to the world via the colored screen.