Chicago firm selected to execute Cayman’s US marketing plans

Kelly Scott Madison has been named the Cayman Islands Department of Tourism’s new US media services agency.

In a statement released on Tuesday, the department announced the selection of the Chicago-based firm, but a DoT spokesperson declined to share the value of the contract that was awarded, explaining it was “competitive proprietary information”.

The spokesperson added, “Following a comprehensive procurement process, with competitive bidding that followed government guidelines, the US media services contract was awarded to Kelly Scott Madison (KSM). KSM will be responsible for all media planning and buying services within the United States.”

The contract was executed immediately and started this month.

“As the destination’s main source market for visitation, continued growth in arrivals and awareness in the US leisure and business travel markets remains a key strategic priority for the CIDOT,” the department said in its statement.

The previous contractor was New York-based BPN, the DoT said.

“This change in agency comes following an open competitive tender process as defined by the Cayman Islands Public Management and Finance Law, departmental tendering policies and the Ministry of District Administration, Tourism & Transport procurement policy,” the DoT spokesperson told the Compass.

Director of Tourism Rosa Harris said in the statement that by working with agency partners, the DoT is “able to be bold in our communications and marketing strategies as we move the Cayman Islands tourism business towards new initiatives that will achieve positive results and sustained growth. With KSM at the helm of our marketing and media planning, we are confident in our latest approach.”

The DoT said KSM is a media and marketing agency built to drive change, that has worked with numerous travel, tourism, and destination-based organisations.

“[KSM] will prove to be an invaluable asset to the Department of Tourism in meeting and exceeding the Cayman Islands’ marketing and media objectives in the years to come,” the statement said.

KSM president Joni Williams welcomed the opportunity, saying, “For the Cayman Islands, we’re excited to infuse its iconic Caymankind flair into our differentiating media strategies to drive love for, and visits to, this beautiful destination.”