The Antigua and Barbuda Tourism Authority’s latest advertising campaign out of the US Market has been creating a stir as ‘Antigua and Barbuda’s Reggae Ambassador’ Gregory ‘Causion’ Bailey croons across US television screens and issues an invitation to CBS TV audiences to “bathe in the sun” in Antigua and Barbuda, known for having an astonishing 365 beaches.
The television advertising campaign which begun on August 9 features fifteen second and thirty second clips of Causion’s summer hit music video ‘Antigua Me Come From’ played on CBS TV programmes. A call-to-action encourages viewers of the advert to contact their travel advisor to book an Antigua and Barbuda vacation.
The campaign will run through to the Labor Day weekend (up to September 5) for a total of four weeks, creating over 100 airings and delivering over 10 million New York DMA (designated marketing area) ad impressions.
Programming will include daily CBS morning and evening (11pm) newscasts, CBS Sunday Morning, and Face the Nation (9-11am), Late Night with Stephen Colbert, Entertainment Tonight and CBS Primetime!
A ten second A&B snipe (logo with picture, no audio) will also appear in the bottom right corner during Entertainment Tonight (ET), the leading source of all things entertainment and pop culture.
Causion’s ‘Antigua Me Come From’ video, launched in May 2022 to inspire summer travel, features some of Antigua and Barbuda’s scenic locations, popular resorts, and hospitable people.
ABTA US Director of Tourism Dean Fenton said, “The song really resonated well with our target audience during the early summer months and was the perfect anthem for our brand. Summer is still going strong in Antigua and Barbuda and we are excited to see what this television opportunity does for the destination as far as increasing brand awareness, driving last-minute summer bookings, and getting persons thinking about upcoming winter breaks.”
The CBS audience is considered a strong target for the destination. Viewers plan to take an all-inclusive resort, spa, and beach vacation in the next 12 months, have spent $10,000 or more on vacations during the past 12 months and have an annual household income exceeding $250,000.
Persons can tune into these key CBS Programmes to catch the Antigua and Barbuda advert this Thursday evening and Friday: