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.