Date: 12/3/97 5:18 PM From: Patricia Dellegar-Harper To: "'iclayton@axses.net'" Copy: Norbert Beatty Subject: information re Barbados for the travel agent section of website Return-Path: Received: from rfnyex1.rudefinn.com ([208.133.247.226]) by emerald.mtt.net (Netscape Mail Server v2.0) with ESMTP id AAA14436 for ; Wed, 3 Dec 1997 17:18:51 -0300 Received: by mail.ruderfinn.com with Internet Mail Service (5.0.1458.49) id ; Wed, 3 Dec 1997 16:23:22 -0500 Message-ID: From: Patricia Dellegar-Harper To: "'iclayton@axses.net'" Cc: Norbert Beatty Subject: information re Barbados for the travel agent section of website Date: Wed, 3 Dec 1997 16:23:21 -0500 X-Priority: 3 MIME-Version: 1.0 X-Mailer: Internet Mail Service (5.0.1458.49) Content-Type: text/plain; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Following are two press releases that we hope will be useful for your new travel agent section of the web site. One is on the new collection of BTA literature; the other is on the travel agent specialist program. Thanks and regards. ------------------------------------------------------------------------ ----------------------------------------- NEW COLLECTION OF LITERATURE REFLECTS BTA PLANNING AND RESEARCH Destination Sales Brochures Designed to Establish Branding, Attract Core Audiences BRIDGETOWN, BARBADOS -- The Barbados Tourism Authority has designed and developed a series of seven new sales brochures to represent the destination. "In keeping with the current advertising campaign that proclaims Barbados as the Caribbean destination that is 'Just Beyond Your Imagination,' we directed our agency to create a signature design concept, ultimately to achieve a consistent 'branded' image to set Barbados apart from competitors," said Earlyn Shuffler, president of the Barbados Tourism Authority. The BTA's PR firm, Ruder Finn, conducted targeted research in the North American marketplace, including consumer focus groups and a survey of the literature being issued by competitive destinations such as Bermuda, the Bahamas, Jamaica, Mexico and others vying for the same global tourism dollars. It was determined that a very distinctive image was required to establish a brand identity with which Barbados travelers could identify. This concept was tested with public and private sector audiences, who widely supported the design, which was said to evoke the Bajan warmth and character that is often difficult to portray in mere photographs. With a look that is at once contemporary and classic, the design integrates a wealth of images from across the island, including its people, places and attractions that make Barbados unique among Caribbean islands. In an effort to establish an effective brand image in its brochures, the agency analyzed the core elements of a successful brand. These elements include: a strong, recurring self identity; an emotional connection that links target audiences to the brand; design consistency, and a solid image of quality. While the first brochure was designed as a "lure" piece intended to capture the interest of readers and inspire them to request additional pieces, the overall collection (or "family") of literature was designed to offer synergy among varied special interest groups, providing a comprehensive "vacation planner" suitable for both consumers and travel agents. While many Caribbean destinations use idyllic beaches and blue skies to attract consumers, Barbados offers a great deal more. Therefore it was decided that these elements were not enough and that its people, historic heritage sites and phenomenal natural wonders must be leveraged. This selection is portrayed both visually and verbally, in order for enlightened travelers to understand the range of offerings that make for an ideal vacation. The literature includes separate pieces addressing general and specific areas of interest as follows: * Things You Should Know (General Overview) * Island Pursuits (Activities / Things to Do) * Where to Stay (Lodging Selection) * A Gourmet Escape (Dining Selection) * An Island Romance (Weddings & Honeymoons) * The Sporting Life (Sports & Recreation) * Meetings & Incentives (Meeting Facilities & Accommodations) Each of these areas was deemed critical in securing the key markets that comprise Barbados' arrivals. Today's traveler requires more than simple assurances that a destination offers magical honeymoons and watersports; they need to know exactly why Barbados offers an unparalleled vacation or meeting/incentive option. To further establish a branded image reflecting Barbados' advertising messages, a color-block design element was created to draw attention to select photography while providing a unique design style that the destination can "own." While many photographs were carefully reviewed, a final selection was presented, complementing a series of contemporary color blocks that signify the diverse and vibrant choices offered in a Barbados vacation. This design presents Barbados' "product line" of customized experiences, easily tailored to suit the needs of the destination's targeted consumer. Rather than fill pages with single photographs, it was favored to present 3-5 images per photo-spread or dedicated page, allowing readers to use their imagination to place themselves in the world that is said to lie "Just Beyond Your Imagination." "We believe that our new series of sales literature will deliver on its promise of selling to new and existing customers around the world, as we continue to adapt and translate our brochures into seven languages, for each of our core audiences,," said BTA President Earlyn Shuffler. "The new literature will serve as a vital marketing tool for BTA sales staff in each of our markets," he added. ------------------------------------------------------------------------ ------------------- BARBADOS TOURISM AUTHORITY INTRODUCES NEW TRAVEL AGENT SPECIALIST PROGRAM FOR PROFESSIONAL CERTIFICATION AND DESTINATION TRAINING Intensive Course Offers Hands-On Familiarization, Business Referrals and Travel Incentives The Barbados Tourism Authority announced an unprecedented education and certification program designed to empower agents to sell Barbados vacations more effectively, providing an arsenal of critical information, sales support and incentives. "This premier home-study program will offer agents the tools to identify target clients and recommend the perfect vacation experience to meet their needs -- and exceed their expectations," said Hugh Riley, Director of Marketing and Sales, North America for the Barbados Tourism Authority. "Following agents' certification, they will enjoy unparalleled marketing support and incentives to increase sales." Barbados Travel Agent Specialists will be counted among North America's best-qualified professionals selling the destination. Targeted business referrals are designed to bolster agency sales, as marketing materials will urge consumers to contact their nearest Barbados Travel Agent Specialist. This home-study program consists of a series of self-administered tests and a destination-intensive familiarization trip; official certification and year-round customer referrals. Each specialist is eligible to receive free Barbados vacations and other valuable incentives, based upon meeting customized sales goals. For more information regarding this program, please contact the Barbados Tourism Authority at 800 Second Avenue, 2nd Floor, New York, NY 10017; Tel: 800-221-9831. # # #