Challenge

• To create stand-out for a small country against its bigger Caribbean competitors.

Solution

• Created a digital detox holiday using a lifecoach – encouraging people to leave their gadgets at home or locked in the hotel safe. Created a detech guide, undertook consumer research and challenged four journalists to visit St Vincent without any gadgets for five days.

Results

• Over 9000 hits on the tour operator’s website in the 24 days post launch
• More than 50 pieces of print/online coverage including VNR and down the line radio interviews
• 66% increase in website traffic compared to the same period the previous year