• Case Study

Success in South America

The British Virgin Islands (BVI) Tourist Board partnered with W!T to introduce and promote the group of more than 60 islands to targeted South American markets including Brazil, Argentina and Chile. BVI was virtually unknown to most Brazilians and the media.

Strategy & Tactics

  • Implemented an aggressive Visiting Journalist Program, recruiting and arranging itineraries for more than twenty writers and editors throughout the year in group trips as well as individual visits
  • Participated in Sao Paulo and Rio de Janeiro Travel Week events to target consumer and trade media, as well as the travel professional community
  • Coordinated desk side appointments with targeted media in Sao Paulo, Rio de Janeiro and Buenos Aires for BVI and W!T representatives
  • Managed Spanish and Portuguese language social media channels for the BVI

Results

  • Media results totaled USD$9.8 million in PR value, more than 256 million online impressions and 11.2 million print impressions
  • Secured feature placements in Chile’s upscale Revista POLO, Expressions, VIP Magazine, and Veja Luxo, Brazil’s top luxury publication
  • Garnered additional coverage in Harper’s Bazaar, Joyce Pascowitch, WISH and Top Destinos, virtually all of Brazil’s major upscale yachting magazines, and all of the major newspapers