Dear Source,
Where are the U.S. Virgin Islands?
In the aftermath of the recent bombings – and in windows of opportunity to seize moments for tasteful strategic, valuable marketing – one destination has been missing.
Missing in action and missing the boat.
While the competition like the Bahamas, St. Kitts and Puerto Rico have published in the Washington Post and New York Times modest-sized messages of sympathy and tribute along with invitations to visit, the U.S. Virgin Islands – America's Caribbean – have yet to be seen or heard from!
At the niche market of the Congressional Black Caucus's (CBC) annual conference, where our Delegate Donna Christian Christensen is at the forefront, the U.S. Virgin Islands – America's Caribbean – again is noticeably absent from the exhibit hall! Meanwhile, Barbados, Anguilla (with their tiny budget), Jamaica and various Caribbean tour operators are hawking their wares.
People! These are the worst of times and the best of times! This is the time to get back on top. Seize the moment. Implement tactical strategy! We fly the American Flag. (I'm not going to give you the campaign, jus' so).
And don't even go there about budget, etc. An open rate (no discounts, etc.) advertisement of a decent size in the Post is about $35,000 and zero creative is required. The booth at the CBC was a mere $2,000. If we can't afford to invest such little cash in our tourism marketing, we might as well close up shop.
Let's go get 'em! What are we waiting for! Let's stop feeling sorry for ourselves. Pick up and brush ourselves off, and go!
Steve Bornn
St. Thomas
