In 2019 arrivals went on to break every record, with the highest arrivals in more than 27 years, a full 20% higher than their previous best year.
From adversity to advancement – Big Idea helps Anguilla achieve record-breaking year
Anguilla is an island popular among discerning travelers and celebrities alike, but this hidden gem was looking to shed the perception of being hard to afford and increase awareness against more well-known Caribbean destinations. Following hurricane Irma in 2017, Anguilla needed to rebuild tourism as quickly as the determined Anguillians were rebuilding the island.
Following the introduction of a new, rebranded Beyond Extraordinary campaign by Big Idea the numbers quickly began to change in Anguilla’s favor. Q4 2018 saw a return to arrivals levels 295% higher than the year impacted by Hurricane Irma and just 532 visitors shy of their best recorded year.
In 2019 arrivals went on to break every record, with the highest arrivals in more than 27 years, a full 20% higher than their previous best year.
“We are delighted to have achieved our target of a 20 percent increase in arrivals over 2016,” said Donna Daniels-Banks, ATB’s chairperson. “We have a vision for our industry, a paradigm shift in how we sell Anguilla, with a focus on authenticity and the quality experiences.”
“Anguilla just had its best winter season in over 27 years. In February, the total of 9,289 tourist arrivals was the greatest number recorded for the month of February dating back as far as 1993, when Anguilla Tourist Board began tracking visitor arrivals. January 2019 also saw the highest tourist arrivals figure recorded for the past 27 years.” – Travel Agent Central, May 16, 2019
The integrated campaign was a new approach to paid marketing for Anguilla across social media, digital advertising, print advertising and a host of collateral, communications and events. The resulting digital engagement increases were often in excess of 600%. Through stunning photography and videography Big Idea highlighted undiscovered wonders of the island through adventure, caves and cliffs, natural beauty and authentic experiences many did not expect from a Caribbean destination.
The Beyond Extraordinary campaign garnered a total of 7 industry awards from various competitions including The Davey Awards, The MarCom Awards, The Hermes Awards and The Global Trend Awards.
Learn more about this epic 2019 achievement in Travel Pulse.
See more of the Beyond Extraordinary campaign here.
