U.S. Virgin Islands Update For December 1, 2001

Current Press Release
for December 1, 2001
Call 1-800-372-USVI for more information.

USVI Launches New Series of Summer Advertisements

Ads Aim To Continue Success of Spring Campaign

The United States Virgin Islands Department of Tourism will release a new series of radio, television and print advertisements in 12 major U.S. cities and many well-known national publications beginning June 12. The new seasonal ads are designed to entice visitors to leave the hot and humid summer weather of the states for the year-round ocean breezes, tropical temperatures and beautiful scenery of St. Croix, St. John and St. Thomas.

Continuing through September, the Department’s summer ad blitz aims to continue the success of the spring campaign’s “moving postcard” theme. The new advertisements will spotlight the unique attributes of each of the three islands-St. Croix, St. John and St. Thomas-by dedicating an individual spot to each island. Viewers and listeners alike will witness a series of postcards which “come to life” to reveal St. Croix’s world-renown snorkeling, St. John’s secluded beaches and the tropical, cosmopolitan ambiance of St. Thomas. The ads emphasize the warm, tropical climate of “America’s Caribbean” and conclude with the destination’s new logo. The creative sound effects and voice-overs provided by St. Croix-native Malcolm Evans and St. Thomas-native Lee Vanterpool paint a mental picture of the ultimate Caribbean vacation.

The spring campaign, a strong lead-in for the summer ads, ended in early May and aired in five major markets. Calls to the United States Virgin Islands Department of Tourism’s toll-free number
reportedly nearly tripled as a direct result of the campaign. The United States Virgin Islands Department of Tourism, under the direction of Acting Commissioner Rafael Jackson and the department’s advertising agency Ogilvy & Mather, Atlanta, aims to build upon the success of those ads by maintaining the “moving postcard” theme and doubling the amount of media coverage for the summer series.

“By building on the initial momentum we gathered from the spring campaign, we hope the summer ads will evoke a sense of familiarity and encourage more summer travel to the United States Virgin Islands,” Jackson said.

The 30-second television spots and 60-second radio spots will air in
12 major markets including Atlanta, Boston, Charlotte,
Raleigh-Durham, Dallas-Ft. Worth, Miami-Ft. Lauderdale, Washington, D.C., New York-New Jersey, Philadelphia, Chicago, Los Angeles and San Francisco. To complement the radio and television spots, a series of print ads will appear in many popular magazines and travel trade publications including Parade, O (the new Oprah Winfrey magazine), Smithsonian, Town & Country, Essence, Travel Weekly, Travel Agent and many others.

For additional information about the United States Virgin Islands, call the Visitors’ Bureau at 800-372-USVI (8784) or contact the nearest USVI Department of Tourism regional office in Atlanta, Chicago, Los Angeles, Miami, New York, Puerto Rico, Washington, D.C. or Toronto.