Cayman scores UK broadsheet boost this weekend

A major broadsheet newspaper in the
United Kingdom is to feature
an extensive Cayman Islands supplement this
weekend.

The Saturday Telegraph, which has a
circulation of 1 million and a readership far in excess of that, is a British
stalwart of news and features from home and abroad. According to an advisory
from the Department of Tourism, it is the perfect vehicle in which to promote
Cayman to the UK
market.

This Saturday the paper will have
16 colour pages of travel features dedicated to Grand Cayman
and the sister islands, thanks to the latest initiative by the London-based
European office of the Department of Tourism, which is headed by Don McDougall.

“It is impossible to put a monetary
value on something like this as the power of editorial far outweighs
advertising and to have 20 or so features, from different writers commissioned
by us, all bound together in one Telegraph branded supplement is a major
achievement. To buy that number of pages in the Telegraph at rate card value
would cost hundreds of thousands of dollars and be out of our budget.

“The reality is that it has cost us
a mere fraction of that to produce, and the fact that the writers have already
visited Cayman and are all experts in their field and passionate about the country
makes it even more valuable.”

Subject matter in the supplement
will range from getting married and honeymooning on the Islands to where to eat
like locals and dine like kings; from the Queen Elizabeth II Botanic Park and the
Blue Iguana Recovery Programme, to diving and snorkelling, and much more.
Events and festivals will be included, along with key information on how to get
here and how to book.

Upscale tour operator Turquoise
Holidays, a relatively new UK
trade partner for the Department of Tourism, is also supporting the promotion
with added value reader offers. Department of Tourism is giving readers the
chance to win a holiday to Cayman to encourage readers to find out more about
the Cayman Islands.

The Telegraph is putting Cayman’s UK microsite
online along with the supplement, and 5000 colour run-ons of the supplement
will also be available for promotional use which gives it a life span of several
years.

As part of the deal, several
advertorials will run separately in ensuing issues of the newspaper to support
the supplement along with pre-promotes to alert readers to its imminent publication.

Writers who have contributed to the
supplement include Jane Owen, whose feature on the bio-bay kayaking appeared in
the Financial Times on January 31, Diana McAdam, who has sung Cayman’s praises
during the past two Chelsea Flower Shows, Tim Ecott, who has written extensively
about diving on Little Cayman, and Jane Milton, who recently participated in
Cayman Cookout and Taste of Cayman.

Miss Milton was recently
interviewed extensively and exclusively about her culinary adventures worldwide
by Cayman Free Press’ own Sunday paper, the Observer.

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