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Mariah on song for The Bahamas
International singing sensation Mariah Carey has helped The Bahamas reach thousands of
prospective visitors, as tourism bosses reveal the success of an innovative marketing
campaign. The Ministry of Tourism and Aviation launched a competition to win a trip to
the islands with adverts which were carried in Elle Magazine and as an insert in Mariah's
latest album Memoirs of an Imperfect Angel, which itself teamed up with the magazine.
The contest ran for just over a month, September 29th to October 27, and in that time
the ministry received 10,723 entrants, 3,500 of who opted to join the "mybahamas" database,
which now has more than 500,000 people registered with it receiving regular information
about the islands.
Of those entrants 66 per cent came through Mariah's album insert, said Nalini Bethel,
senior director of communications with the Ministry of Tourism and Aviation. The campaign
also sparked a series of referral through the social networking site Facebook.
Bethel said she believed it had been a good return on the $40,000 investment, saying:
"That's the kind of price you pay to take out a normal advert in any major magazine and
there you don't get this kind of data capture and interactivity. I think it has been a
very good response and a worthwhile exercise. Mariah Carey is an A-list celebrity who
owns a house on Eleuthera which she feels is one of her favorite places, that's the kind
of endorsement we try to capitalize on."
(The Nassau Guardian)
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| Thursday 3 December 2009
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