Summer Lovin' campaign attracting tourists to Antigua and Barbuda

A new digital campaign for the has been launched by the Antigua and Barbuda Tourism Authority (ABTA), dubbed Summer Lovin’.

Running until the middle of September 2017, the tagline is “the perfect umbrella for encouraging visitors to embrace their joy and love of the summer and follow their heart”, according to a press release.

The tourism authority is hoping to build on the momentum gathered by double-digit growth for the US market in 2016.

Asot Michael, the minister responsible for tourism, said: "Tourism is the driving force of our economy, acting as the main source of employment for our citizens and the US continues to be a market that shows amazing growth potential for us.

“There is never a shortage of passion about our twin island destination, and through this exciting new campaign, Summer Lovin', we are sharing that passion to this key market, as well as the world, with exciting deals and packages where visitors can save up to 50%.

The imagery of the campaign uses the trending 'follow me' narrative that invites the viewer to discover first-hand everything that there is to love about Antigua and Barbuda.

The goal of the campaign is to drive engagement with continued conversation about Antigua and Barbuda that will lead to an increase awareness and bookings, and build on the year over year growth.

"We've specifically chosen this integrated marketing campaign to increase awareness of Antigua and Barbuda that is a reminder of the joy and escape of summertime,” said Kim Jack Riley, ABTA’s director of tourism, US.

“Our message is purposefully playful, inviting our audience to come and join in on the fun. To maximise impact and results, the campaign will target several consumer and trade touch points that will include email marketing, public relations, social media, offline activations and digital advertising campaigns.”

The Summer Lovin' campaign will also feature a special promotion in June in celebration of 11 years of June as the 'Month of Romance' for Antigua and Barbuda.