The Florida-Caribbean Cruise Association (FCCA) multifaceted million-dollar campaign, “The Caribbean Is Open,” has generated more than 4.26 billion impressions; 11,949 media placements; 22,432 promoted content clicks; promoted content reach of 14,060,068; and 18,269 total shares of news stories between October 2 – December 1, after being established one-month after the passing of Irma in September 2017.
Port St. Maarten as a destination partner with the FCCA program, is very pleased with the results of the campaign. “The hurricanes of 2017 without a doubt created an image that the entire region was out of commission, hence why the FCCA working with destination partners kicked off the campaign that would showcase that the various islands are open and back to business.
“We have been working diligently with the cruise lines to regain their confidence that destination St. Maarten is ready for the return of cruise vessels, and we saw the first ships return early December. We have maintained the momentum and continue to work with our local stakeholders and cruise partners to continue to grow our numbers which we have been very successful in doing.
“As a destination we look forward to a very good 2018-2019 high season. As a destination partner in the FCCA promotional campaign, we are confident that the aforementioned has resulted in changing images left behind of devastation with warm and friendly smiles awaiting visitors at every cruise ship call. The FCCA campaign complements our campaign of ‘Rediscovering’ the destination,” Port St. Maarten Management said on Sunday.
The campaign has targeted multiple media sources with destination footage, traveler testimonials, and a map showing that the majority of destinations are open.
An overview of the FCCA campaign actions are: Featured a satellite media tour with Jennifer Jolly, which had 25 live and taped interviews with 22 TV and 3 radio stations nationwide; 9,041 placements and 1.23 billion audience impressions.
Featured PSAs (Public Service Announcements) with 25 celebrities telling potential travel consumers to visit the Caribbean and “come back to paradise.”
Celebrities included: Matt Damon, Morgan Freeman, Jennifer Lopez, Alex Rodriguez, Jon Voight, Lou Diamond Phillips, Tim Matheson, Joanne Cassidy, Joe Spano, Jay Leno, Kobe Bryant, Mark Spitz, Bo Derek, Tommy Lee Jones, Tommy Lasorda, Esai Morales, Ed Asner and Kathy Garvey
More than one million total views on social media alone, and many more impressions through 40 cable stations in 11 markets that ran, and continue to air, the PSAs. Gained support of and promotion by Cruise Lines International Association (CLIA), American Society of Travel Agents (ASTA) and U.S. Travel Association (USTA).
Launched CaribbeanIsOpen.com, featuring destination footage, a Q&A, traveler testimonials, map of open destinations and more content to follow. Included a media call featuring Arnold Donald, Carnival Corporation & CLIA Chairman, and Adam Goldstein, President & COO of Royal Caribbean Cruises Ltd. & FCCA Chairman, with 71 selected media attendees asking 17 questions during the Q&A.
Worked with multiple advertising, marketing and media companies to create an advertising campaign activated in digital spaces and targeting potential travel consumers in the US and UK through such channels as YouTube, Facebook, TripAdvisor, Cruise Critic and non-branded searches.
Created in 1972, the FCCA is a not-for-profit trade organization that provides a forum for discussion on tourism development, ports, safety, security, and other cruise industry issue and builds bilateral relationships with destinations’ private and public sectors.
By fostering an understanding of the cruise industry and its operating practices, the FCCA works with governments, ports and private sector representatives to maximize cruise passenger, crew and cruise line spending, as well as enhance the destination experience and increase the amount of cruise passengers returning as stay-over visitors.