The alluring blue waters of the Cayman Islands’s world-famous Seven Mile Beach have been used in a new branded bus promotional campaign from the Department of Tourism to attract New Yorkers to visit this winter season.
The DoT, in a statement, announced the new ‘Warm Up in Cayman’ promotion running in New York City between 11 Dec. 2023 and 7 Jan. 2024 on five hop on-hop off sightseeing buses.
The ads will promote the Cayman Islands non-stop service to JFK and Newark Airport via Cayman Airways, Jet Blue and United.
“As we work towards full tourism recovery, the CIDOT is committed to campaigns and activations that promote the destination throughout the United States and we are pleased to work with Cayman Airways as a strategic partner on this promotion to drive awareness and build demand in our #1 winter market,” said Rosa Harris, director of tourism, in a statement on the campaign.
The buses feature several beautiful beach scenes, as well as airline branding.
The bus artwork also includes a QR code which can be scanned and used on the Cayman Islands website, to learn more about the destination.
The DoT statement says the bus route will include high-profile attractions in the city including Time Square, Bryant Park and Washington Square, and will visit prominent neighbourhoods including the West Village, SoHo and the Upper East Side.
The five buses combined, the statement said, are estimated to deliver a total of 56 million advertising impressions to tourists and New Yorkers during the four-week campaign.
“The holidays are prime time for exposure in New York City so to further connect with potential visitors, the CIDOT USA team will ride the Cayman Airways branded bus over several days will hand out branded winter hats at various stops to warm up pedestrians, the DoT said.
Each hat will include a postcard promoting the destination.
On two special promotional days, selected hats will contain a ‘golden ticket’ valid for two round-trip flights to Cayman on Cayman Airways.
A Caymanian musician will also board the bus to create a festive island atmosphere.
The DoT said the promotion is part of a series of unique activations globally which encourage potential visitors in Cayman source markets “to ditch winter and warm up in Cayman”.
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