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Four bgb strike gold at the Travel Marketing Awards

Four bgb’s St Vincent and The Grenadines team, comprising of Jo Johnson, Lesley Davidson, Sarah White and Lucy Dawes, will be kicking their weekend off with rum punch and celebrations after their Digital Detox campaign won the top spot in the best PR strategic campaign category at the annual Travel Marketing Awards.Lesley and Sarah were in attendance to receive this impressive accolade at last night’s prestigious awards ceremony, held at the Intercontinental Hotel, Park Lane. Regarded as the only travel industry event of its kind recognising marketing excellence in the travel industry, the event is attended by senior professionals from the entire spectrum of the travel industry as well as specialist marketing agencies. Four bgb created a campaign that saw St. Vincent and the Grenadines labelled the authentic, laid-back alternative to high-tech destinations. The initiative used research to promote the 32 islands and cays as a destination for people to switch off and relax. Consumer research showed that 77% of people thought they’d be nicer people and have better relationships if they used their technology less. Positioned as an escape from the modern day ‘addiction’ to gadgets and technology, the ‘digital detox’ was packaged and sold by tour operator partners including Caribtours and Black Tomato and has resonated extremely well with a global audience.The campaign was leveraged across print, radio and video news releases, generating over 85 pieces of print and online coverage. A twitter hashtag #detechSVG and Facebook page generated buzz in the social space with web traffic to rising by 66%. The destination also featured in a Mintel report on changing trends in consumer habits and mobile technology.

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