Despite being famous for its endless pink sand beaches, tiny Barbuda has virtually been untouched by tourism. That’s not without good reason – visitors can only get there by boat, helicopter, or in a tiny eight-seater plane.
Nevertheless, with the ambition to increase awareness of Barbuda and to promote more visits there, the Antigua and Barbuda Tourism Authority (ABTA) has launched the island’s first-ever marketing campaign – though with a twist.
With the limit on the number of visitors that can be accommodated at any one time, the tourism authority’s unusual campaign soft-sells the island, noting that with only 1,500 people, plus “one ferry, two flights, and 10 taxes,” visitors are welcome to come, “but please, not all at once.”
In partnership with the Barbuda Council and produced by UK creative agency Motel, the campaign aims to position Barbuda as an off-the-beaten-track island escape, with its iconic pink sand 18-km Luis Beach as the stunning centrepiece.
The country’s tourism minister Charles “Max” Fernandez has endorsed the creative approach that the new campaign has adopted to bring the international spotlight on Barbuda, stating, “This campaign cleverly helps manage expectations because if interested travellers can’t book a flight or room, they will understand exactly why. More than that, we hope that this idyllic campaign truly captures the uniqueness and warmth of the local Barbudan community and is in keeping with our strategy to show the world the unsurpassed beauty of the sister island.”
Colin C. James, CEO of the Antigua and Barbuda Tourism Authority added, “We have spent many years marketing Barbuda as part of the overall Antigua and Barbuda package. (But it) is a special place in its own right and has an increasing number of unique things to offer.”
Shot on location in Barbuda, the campaign is currently running in print (in titles including Condé Nast Traveller and Wanderlust), DOOH, social and travel media such as TripAdvisor in the key markets, including the UK, US, and Canada.
In the campaign’s two aerial films, shot by a drone, viewers can see the silhouette of a tiny passenger plane flying above the water across the 18 km of Luis Beach, accompanied by the gentle background sound of lapping waves, and the national bird, the majestic Frigate.
Barbuda is home to the largest Frigate bird colony in the western hemisphere, with over 100,000 birds living there. Visits to the sanctuary are only possible by boat with a tour guide, which only adds to the Island’s exclusivity and charm.
The last five years have been a period of rebuilding on the island following the devastation that resulted from Hurricane Irma. Alongside previously popular hotspots such as ‘Uncle Roddy’s,’ the development of the Barbuda Ocean Club is nearing completion, there is a Nobu restaurant on Princess Diana Beach, and the island has its first eco-hotel which can only be reached by boat (Barbuda Belle).