The Cayman Islands Department of Tourism (DoT) in London promotes Cayman in Europe to encourage visitation to our beautiful islands. Here’s an update on some of the things they have been working on. If you would like to receive a Cayman Islands Department of Tourism newsletter please sign up HERE. For more information directly from DoT email info-uk@caymanislands.co.uk or call +44 207 491 7771.
Visitor arrivals: 2015 proved to be yet another successful year for visitors to the Cayman Islands from the UK/Eire market with growth of 7% to the end of November 2015.
Flying to Cayman: Following 18 months of lobbying, the only direct carrier from Europe, British Airways have announced the upgrade of the 767 service to a 777 service commencing 1stJuly 2016. The added bonus is that they have also agreed to the service remaining as a Heathrow service, whereas all remaining Caribbean route for BA have moved to Gatwick. Heathrow is an important win for Cayman due to the large volume of transit passengers using the service where the ease of same day transfers from Asia, continental Europe, Irish and domestic UK/Channel Islands traffic is an important factor. Gatwick does not offer same day transit and is generally less appealing to the Cayman Islands target market. The new 777 service will offer a +40% capacity growth opportunity for Cayman while also doubling the Club World seat numbers, which are in demand on the route. The frequency will remain at 4 x weekly.
Public Relations: Following the DOT strategy to seek broadcast opportunities to widen the awareness and appeal of the destination, the DOT secured a number of filming commissions during the 2015 calendar year, several of which have still to be broadcasted. For the younger viewers, CBBC’s Naomi’s Nightmares of Nature will be on island filming for an early 2016 broadcast. While this is children’s TV, it is also watched by parents and will be repeated and sold by the BBC to other international broadcasters. Other wins this year include BBC 2’s “Wanted in Paradise”, C4’s “A Place In The Sun” and Cayman’s sponsorship of C5, C5* and C5USA January movie season.
BBC2 TV is currently running a series themed “Britain’s black economy”. On Friday 22 January, 9pm, their programme concerns the Cayman Islands. We understand that the one hour feature will support the theme of the series and will cover many aspects of the country, including the economy, the community and an exploration on how the Cayman jurisdiction affects Britain, this topic may not always transpire in a positive light, however we hope that with some of the positive information given by DOT and Cayman Islands Government that the editing will show some of the best aspects of the Cayman Islands, although the editing happens quite outside of DOT or CIG control.
From a print media perspective, Cayman has enjoyed considerable media exposure through the activities of the DOT’s press office. Seeking feature opportunities and furnishing these with editorial ideas and images, often results in published stories. Our Visiting Journalists Programme has also ensured that Cayman receives frequent visitors who travel for specific commissions to write about our islands. Most notable visitor this year was a journalist writing for the Press Association and her feature on learning to dive with her son in the Cayman Islands, has been published by no fewer than 20 different newspapers and magazines.
B2C promotion (Business to Consumer): Building on the success of this year’s exhibits at the likes of Destinations, the RHS Hampton Court Flower Show, Spirit of Summer and the CLA Game Fair, the DOT will again be presenting the Cayman Islands at a number of high footfall shows and exhibitions through 2016. All shows DOT supports are audited for volume of visitors within the DOT’s marketing target demographics.
B2B promotion (Business to Business): DOT’s strategy is to cement solid relationships with tour operators and travel agents which sell luxury travel destinations, particularly Caribbean destinations. During recent months DOT has hosted several key decision makers in the Cayman Islands and also participated in a number of road show events including one within the Netherlands, Eindhoven, Rotterdam and Haarlem.
Social media and CRM activity: This remains a key communications strategy to build awareness and education of what the islands have to offer prospective visitors.
Recruitment: The DOT are looking for experienced PR and marketing executive staff. If you know of UK based friends who have several years within the public relations and/or tourism marketing industry, please spread the word using the links below. The deadline for applications is Tuesday 26 January 2016.
PUBLIC RELATIONS AND SOCIAL MEDIA EXECUTIVE