A new tourism advertising campaign focusing on the Cayman Islands’ core strengths of beach, ocean and water sports has launched in the U.S.
The latest “CaymanKind” commercials began appearing on television in New York and Miami this week.
Rosa Harris, director of the Department of Tourism, said the new concept was aimed at differentiating the Cayman Islands from other destinations in the region. She said the ads were less action-packed and focused on specific experiences, enabling potential tourists to imagine themselves in Cayman.
In one of the ads, a woman gently sways in a hammock under a palm tree, with the clear blue ocean in the foreground. A voice-over states, “There is so much to explore on our three beautiful islands.”
As a waiter arrives with a cocktail, the voice-over continues, “Don’t worry, there’s always tomorrow.”
Ms. Harris said the idea was that visitors could hear the sound of the waves and the ice tinkling in the glass and imagine themselves in Cayman. Two other 30-second commercials focus on snorkeling and Stingray City.
Ms. Harris said, “This is what you call price of entry – it’s beach, it’s water sports, it’s why people want to come to the Cayman Islands, so we lead off with those two platforms.”
Filmed over five days in November, the new ads and wider multimedia campaign all use the slogan, “Find Your CaymanKind.” Accompanying magazine, Internet and phone advertisements will follow the same theme.
Ms. Harris said the new marketing direction came out of 18 months of analysis and industry feedback.
In May last year, the Department of Tourism replaced New York-based creative firm Chowder, which was behind the original CaymanKind campaigns, with Florida-based Bright Red\TBWA, which is responsible for the new ads.
Ms. Harris said the Department of Tourism had helped develop the theme and she is pleased with the new commercials.
“We really felt it was important to focus on that one experience. In the Caribbean, everyone has similar frame-after-frame action and we really wanted to separate from that and say this is what we have in Cayman.
“Consumers see us as sophisticated and luxury and our creative was not reflecting that.”