FOR IMMEDIATE RELEASE:
THE ANTIGUA AND BARBUDA TOURISM AUTHORITY LAUNCHES FRESH #COOLISCLEAN CAMPAIGN STARRING ICONIC ANTIGUA BLACK PINEAPPLE
Antigua and Barbuda’s Mr. Cool Pine will appear throughout Antigua and Barbuda spreading the #CoolisClean message
- JOHN’S, ANTIGUA (SEPTEMBER 2, 2019) – This September, the Antigua and Barbuda Tourism Authority, unveils a fresh, new marketing campaign designed for local audiences called #CoolisClean.
The #CoolisClean campaign, which coincides with the Tourism Authority’s global summer marketing campaign #WhatCoolLooksLike, is geared towards ensuring that Antigua and Barbuda remains one of the Caribbean’s most attractive destinations.
Inspired by the Antigua and Barbuda Tourism Authority’s wellness focus and recent environmental policy changes by the Government of Antigua and Barbuda led by the Ministry of Health, Wellness and The Environment, The Ministry of Tourism, in addition to like-minded non-governmental agencies, the campaign comes at the right time, and re-enforces the ‘Keep Antigua and Barbuda’ clean message.
CEO of the Antigua and Barbuda Tourism Authority Colin C. James says” Developing Antigua and Barbuda as a Wellness Tourism brand is a major component of our marketing strategy. As part of the development process, in March, we held a Wellness Forum, where we sat and listened to over one hundred passionate tourism stakeholders with interest in the wellness market. The creation of this campaign, comes as a direct result of discussions with these stakeholders, and the feedback we received from them.”
“We felt it was important for us to add our voice to the conversation, allowing residents of Antigua and Barbuda to truly get the message and understand that we each have a role to play in keeping Antigua and Barbuda beautiful.”
The #CoolisClean campaign features Mr. Cool Pine, an iconic Antigua Black Pineapple, that has become a key symbol for the #WhatCoolLooksLike campaign.
While other tourism adverts have carried the #CoolisClean messaging, the Antigua Black Pineapple comes to life in this newest advert for the campaign created by the Antigua and Barbuda Tourism Authority team alongside local advertising agency, Tarsier Strategy.
Designed to project the image of a patriotic, approachable and trendy citizen, Mr. Cool Pine, delivers the message directly to young and mature audiences, that littering is not cool.
The unique and eye-catching advert will be aired on ABS Television, in Caribbean Cinemas and will also be released across digital and social channels in 30 second and 15 second versions.
In addition to the release of the advert, the campaign will also involve participation in the Environmental Awareness Group’s #TrashTag Challenge beach clean-up, a #CoolisClean Tourism Schools Roadshow working alongside the Ministry of Education, the Ministry of Health, Wellness and The Environment, as well as NGO ‘Zero Waste Antigua Barbuda’, and a partnership with the Community Development Division’s Homes, Families & Gardens Festival slated for November.
For information on how you can be involved in the Antigua and Barbuda Tourism Authority’s #CoolisClean campaign projects go to: www.visitantiguabarbuda.com/coolisclean
The 15 second version of the advert can be viewed here:
ABOUT ANTIGUA AND BARBUDA
Antigua (pronounced An-tee’ga) and Barbuda (Bar-byew’da) is located in the heart of the Caribbean Sea. Voted the World Travel Awards Caribbean’s Most Romantic Destination, the twin-island paradise offers visitors two uniquely distinct experiences, ideal temperatures year-round, a rich history, vibrant culture, exhilarating excursions, award-winning resorts, mouth-watering cuisine and 365 stunning pink and white-sand beaches – one for every day of the year. The largest of the Leeward Islands, Antigua comprises 108-square miles with rich history and spectacular topography that provides a variety of popular sightseeing opportunities. Nelson’s Dockyard, the only remaining example of a Georgian fort a listed UNESCO World Heritage site, is perhaps the most renowned landmark. Antigua’s tourism events calendar includes the prestigious Antigua Sailing Week, Antigua Classic Yacht Regatta, and the annual Antigua Carnival; known as the Caribbean’s Greatest Summer Festival. Barbuda, Antigua’s smaller sister island, is the ultimate celebrity hideaway. The island lies 27 miles north-east of Antigua and is just a 15-minute plane ride away. Barbuda is known for its untouched 17 mile stretch of pink sand beach and as the home of the largest Frigate Bird Sanctuary in the Western Hemisphere. Find information on Antigua & Barbuda at: www.visitantiguabarbuda.com and follow us on Twitter. http://twitter.com/antiguabarbuda
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For media enquiries, please contact:
Antigua and Barbuda Tourism Authority
T: 1 (268) 562 7600/464-7601