‘Stingray City’ comes to London

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Cayman tourism marketing gurus brought a splash of color to gray London streets last week through a unique piece of 3-D artwork. 

The image of Stingray City was designed to give the illusion to passersby that the street beneath them had opened up, creating a window to the Caribbean Sea. 

The artwork shows snorkelers and scuba divers frolicking with gentle rays in clear turquoise waters. Painted on canvas, it was shuffled from one London landmark to another in a direct marketing campaign aimed at boosting travel to Cayman from the U.K. 

Bystanders were encouraged to kiss the rays and get seven years good luck.  

Don McDougall, regional manager for the Cayman Islands Department of Tourism in the U.K., said the campaign combines “experiential publicity, social media and traditional PR.” 

“It’s wonderful to see Cayman’s iconic Stingray City right here in London. 

“Our marketing PR and advertising efforts in the U.K. are focused on building awareness of what Cayman Islands have to offer in order to directly increase visits.” 

“Using interactive 3-D artwork, we have brought to life the story of Stingray City in an exciting way, and this memorable experience will keep Cayman front of mind when people are making their holiday booking decisions.” 

Anyone who uploaded images from the campaign using the #CaymanKissed on Twitter was entered into a competition to win a diving experience for two in Cayman, 

The artwork, which was pictured opposite landmarks like Big Ben and Tower Bridge, will now go “on tour” to other key markets including the U.S. and Canada. 

Direct marketing or “experiential publicity” are being used regularly to promote the Cayman Islands. 

Last month tourism chiefs set up a “CaymanKind” branded ice cream truck in New York to promote the islands to potential tourists there. 

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Tourists gape at the 3-D ‘undersea’ artwork on Westminster Bridge in London.

1 COMMENT

  1. I am looking forward to seeing it in London tomorrow. But in the meantime, can tourism bosses ask … why does British Airways charge around 530 (in their summer sale) for London – St Lucia, Antigua, Granada, Bermuda and Tobago, but 789 to fly London to Grand Cayman? Grand Cayman flights are always singled out, often to be more than twice as expensive as other destinations in the region and the flights are always packed.

  2. Jenny, one reason might be that it’s not a direct flight. The other is the low number of passengers using the Grand Cayman service. The aircraft may be packed out but most of them are Nassau passengers.
    I have no idea how much BA loses every year keeping the Nassau-GCM route open but if you look at flights for next week the difference between a return from LHR-GCM and LHR-Nassau in economy is about GBP60. If my recent experience is typical, BA fly in and out of Owen Roberts with 30-40 passengers max. It doesn’t take an accountant to figure out they’re not even remotely covering the fuel costs for the Nassau-GCM flights.
    Remember a few years ago when Richard Branson said Virgin wanted connections with CAL? Nothing came of that, did it? The truth is that for European holiday makers the Cayman Islands has become an inaccessible backwater.
    If you want to spend a week on Grand Cayman 16-23 July the lowest economy fare on BA is about GBP1200. If you compare that to some of the all-inclusive holiday packages available in places like Cuba, Sharm El Sheikh, the Maldives or even just across the water in Jamaica you quickly realise that it’s going to more than stunts like this to attract visitors from the UK.

  3. And the other factor, David, is the GCM route has potential for business class with the financial sector so strong here, whereas other Caribbean routes do not have this.
    The problem for potential tourists is also the lack of major UK / Europe holiday company commitment. It is Thomson et al who have opened up Dominican Republic, Barbados, Aruba, etc with direct holiday flights – many from both London and Manchester.
    But, then again, does Cayman want the ‘All inclusive’ type holiday they specialise in?

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