Zimmerman Agency Lands Job to Hone British Virgin Islands´ Sun-and-Sand Offers

The British Virgin Islands (BVI) Tourist Board has awarded The Zimmerman Agency its advertising, public relations and interactive marketing contract to strengthen its position among the finest sun destinations in the world. The highly contested Caribbean tourism account attracted interest from more than 22 invited firms with eight agency consortiums making final presentations.

“The Zimmerman Agency was selected based on its integrated creative strategy to bring ‘Nature´s Little Secrets´ to life,” said the BVI Tourist Board Chairman, Russell Harrigan. “The agency has captured the essence of the destination and embraced our internal industry with a passionate approach which is providing us the confidence to know this is a perfect partnership.”

The BVI, consistently recognized as one of the most breathtaking destinations in the world and the undisputed Sailing Capital of the World, presents 60 islands for exploring it secrets.

“The BVI has long set the gold standard for marketing the Caribbean,” added Mr. Harrigan, BVI Tourist Board Chairman. “The agency storytelling method has compelling elements threaded through the advertising creative, interactive solutions and public relations tactics which will continue to secure our position as the destination leader.”

The Zimmerman Agency winning strategy includes transferring ownership of the brand to consumers and potential visitors. The creative direction in all integrated disciplines is premised on an emotional appeal with “sharing secrets” as the messaging anchor.

The natural beauty will play the visual hero in the advertising and Internet. The story-sharing premise is also projected within the public relations program through editorial tactics and co-branded promotions being developed.

The new creative campaign is being launched in New York and the BVI in November with print and broadcast buys to appear simultaneously.

“The BVI is an absolute dream account for an agency whose specialties include tourism marketing,” said Curtis Zimmerman, partner, The Zimmerman Agency. “It is a privilege to represent one of the most truly magical destinations in the world.”