US firms get $12.3M contract to develop Cayman’s ‘global brand’

US creative agencies Grey and Praytell have been awarded contracts totalling $12.3 million to develop Cayman’s brand as a luxury vacation destination.

The Department of Tourism on Friday announced the agencies’ names, saying that they were selected after “a competitive, multi-month procurement process”.

Grey, according to details on government’s public procurement site Bonfire, has been awarded a $9.5 million contract and will serve as the DoT’s global creative agency of record.

Praytell will serve as the DoT’s US public relations and influencer agency of record. Its contract was awarded at the cost of $2.8 million.

Developing a global brand

Grey, a DoT statement said, is tasked with developing the department’s “first-ever global marketing effort” for the luxury vacation destination.

Cayman Islands Department of Tourism Director Rosa Harris said Grey’s “formidable proposal” emerged as the department’s top choice, as part of “an intensive procurement search”.

“I am confident our tourism partners and the country will be proud of the impending Cayman Islands global brand that will be unveiled in 2025,” she said.

“The agency’s strategic thinking has mined an ownable, breakthrough idea and their creative prowess will undoubtedly elevate and captivate audiences across our global markets. We had an instant connection, a natural camaraderie, and we can’t wait to get started.”

Chief Creative Officer of Grey NY, Thiago Cruz, said in a statement, the strategy, creativity and craft of the work it will be doing for the destination “is what captivated the clients. It will be a great example of ‘Famously Effective’ work that has an equal impact on culture and the client’s business.”

Grey, founded in 1917, has been described as a “longtime industry leader” and is the global creative agency partner for renowned brands such as P&G, GlaxoSmithKline (now GSK), and The Coca-Cola Company.

Grey Global Chief Client Officer Jason Kahner said the company felt instant chemistry with the DoT team and is proud to be partnering with them on reaching new audiences across North America, Europe and Latin America to position the island “as the warm weather luxury destination”.

“There’s stiff competition across the Caribbean, but the Cayman Islands provides an unparalleled experience given their many unique treasures, inviting culture, and incredibly warm hospitality,” he said.

Praytell, headquartered in New York City and founded a decade ago, has been tasked with overseeing DoT’s media relations and its visiting journalist programme, as well as influencer relations, thought leadership, issues and crisis consultation.

It is also tasked with travel trade and consumer publicity, and events for the US, the Cayman Islands’ largest source market.

Harris said Praytell’s proven track record and deep understanding of the tourism industry made them the perfect fit to “amplify the unique offerings of the Cayman Islands to the American market.”

“In a landscape where breakthrough creativity and industry expertise are paramount, Praytell emerged as the clear choice for our partnership,” she added.

Praytell’s travel practice, the statement said, is one of its fastest-growing divisions with key clients spanning airlines, hotels and accommodations, and destinations at the national, state and city levels. The division is co-led by Senior Vice President Jamie Simpson and Vice President Maria Opatz.

“The Praytell team is completely captivated by the allure of the Cayman Islands — not just its stunning beauty, but the genuine warmth and hospitality of its people, which was put on full display during our team’s recent visits to the island. We are eager to embark on this journey and spread the spirit of Caymankind across the U.S., with creative, earned-first programming that showcases the unparalleled experiences this Caribbean gem has to offer,” Opatz said in the statement.