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The Bahamas: The 14 Island Film Challenge

Integrated marketing and PR to boost a campaign and engage a tuned out audience

Brief

Appointed by the incumbent digital marketing agency towards the end of The Bahamas Tourist Boards campaign, The 14 Islands Film Challenge (14IFC). Due to a halving of the yearly budget, all other advertising and marketing for the financial year were pulled and the 14IFC became the only activity for the year. Engagement was not as high as expected and our role was to re-invigorate interest, increase sign-ups and awareness of the Bahamas as a luxury travel destination for British tourists.

Approach

The 14IFC microsite was rich with videos, photos and written content. The first step was to collate all of this and develop a content strategy to spark conversations and interest. Search engine optimisation (SEO), social search, off and online PR to increase awareness of the campaign, the competition and The Bahamas. Social media marketing included management of the social channels and attending the awards ceremony, so the online audience could experience the event online in real-time.

Impact

The 14 Island Film Challenge won Travolution’s Best Use of Social Media for 2010. Offline coverage was achieved in titles such as The Guardian and MovieScope. During our activity, there was a significant increase in the number of competition entrants and traffic and interaction on the 14IFC, as well as a more engaged and responsive social audience.


Tags: Bahamas, Caribbean, tourism, the Bahamas Tourist Board, travel, holidays, social media, experiential marketing, pr, online pr, social search