The VI is considered an exotic location. Photo: BVITB

He was at the time responding to a question fielded by a journalist on how the Virgin Islands (VI) fared with other Caribbean countries.

“…it’s not about them against us or us against them. We are in another place and that is why its brand BVI – it’s the brand paradise and the more we sell it the bigger and better this whole country will be,” he alluded.

In light of this, the TB has over the past few months used unique and aggressive approach to market the VI.

The VI has been featured in Sports Week, an Italian magazine. Photo: VINO

Fresh from a trip from Italy, Mr. Blyden disclosed that the European country is a “strong market and we are being viewed on a bigger stage”.

He showed reporters an Italian Sports Week magazine, which is equivalent to Sports Illustrated, and stated that the VI had vast exposure since the magazine had about six to seven launches. The magazine had approached the TB to have some photo shoots done in the VI.

“The BVI got all that attention because the destination was shown. The making of the magazine was also showcased as a video creating for more visual exposure for us,” Mr. Blyden added.

Furthermore, one of the organisers of Italy’s biggest event – the Umbria Jazz Festival – that has attracted the likes of Prince, Santana and Liza Minnelli, will be visiting the Territory later in the year to determine how the two countries can forge a closer bond.

“…we are thinking of bringing their winemakers here and in reverse take the BVI culture to their event,” Mr. Bylden stated. “We are moving in a direction that would give the BVI the respect in the world…not just sailing, not just beaches but in vacation/hospitality. The BVI should be a place where people want to come.”

So far, the TB has spent $6M out of a possible $15M, half of which was used to promote the VI. And according to Mr. Blyden, “We are going in many places where traditionally tourism did not go. We are not only about tourism, we are letting people know who we are and letting them make the decision, and that is where we want to be.”

In giving an example, the TB’s Chairman divulged that TEMPO has begun airing promotional videos for the 2011 Emancipation Festival.

In addition to that, Joey Stevens from WSEE – the Caribbean weatherman, has compiled a special feature on the VI and will be aired over the next six months. The feature is also featured on Facebook and Youtube, and is blowing off the charts especially with ‘Joey swimming with the dolphins.’ “Ya know all that is good for the British Virgin Islands,” Mr. Blyden proudly stated.

Tourism figures to increase

Iyaz will be one of the performers at the full moon ball in London. Photo: Facebook

Commenting on the 0.4 decline in tourism for the period January through May 2011, Mr. Blyden said the figures were based at a time when there was no active marketing.

“.. and since we have been actively marketing, the figures will move up and I think they will move up in a pretty significant way. You have to understand that the VI was not really marketed over the last two years. If you are not in front of people they will not pay attention, and we are looking forward to a strong 2012 and an interesting end of 2011,” he told VINO.

Major events

The Chairman hinted to journalists that a major ‘reality/gossip’ TV show will be filmed in the VI in the upcoming months. And while he is tight-lipped about the details since negotiations are being finalised Mr. Blyden said, “It’s one of the hottest shows, and was rated high during its season last year.”

Furthermore, as part of the world travel agenda, the TB has hosted two full moon parties –one in Puerto Rico and Prague, Czech Republic. Due to the mega success of the parties, on November 9, 2011 a full moon ball will be held in London with VI’s superstar Iyaz along with other VI artistes performing.

“These are initiatives that brings people to us they are not super expensive, yes we still do magazines and media, now we are getting in touch with people in this business as a result we are really getting a lot of attention,” the TB chairman pointed out.

He added that the TB is getting ready to go on a United States road show as well.