This joint campaign will run key activities in May, June and September incorporating broadcast, mobile, online and print.
According to the St. Kitts Tourism Authority, with the focus on driving bookings and sales through special British Airways Holidays offers, the campaign’s highlight in May will be the TV broadcast of a 30-minute programme on St. Kitts.
Using audio recognition technology, users of iPhone, iPad and Android phones will be further engaged with added value content via the St. Kitts Experience mobile app.
Representing TMG’s first commercial augmented reality campaign, ‘St. Kitts Experience’ explores the island through its heritage & culture, food and drink, leisure activities, sports and Kittitians themselves.
Broadcast commenced on Saturday 12 May on Sky 231 and freesat 402 – and is weekly until 23 June.
Viewers who download the ‘St Kitts Experience’ app will receive additional content directly to their iPhone or iPad, which can be shared on social media (Twitter, Facebook and Google+ 1).
In addition, users can request more information on the destination or check out the fantastic offers on ba.com/stkitts. Sky+ customers will additionally be able to record the programme for viewing later.
Rosecita Jeffers, CEO of the St. Kitts Tourism Authority, said, “in today’s increasingly social media and mobile environment, this year’s campaign with British Airways and TMG offers an innovative way to bring the destination to life like never before, while also offering the potential to drive bookings from the UK market. The on-going partnership with these two strong UK brands offers a huge kudos to the St. Kitts brand and confirms this destination’s embracing of the global tourism trends.”
James Lancaster, Director, Specialist Sales, TMG said: “We are delighted to be pushing the boundaries and incorporating augmented reality into an extensive client campaign. Working with St. Kitts Tourism Authority, British Airways, Aurasma and Information TV has been a truly collaborative partnership and we look forward to seeing how this resonates with our multi-platform audiences.”