"Anguilla as a destination was losing significant marketshare, operating with an outdated business and marketing model, while local and international teams were promoting inconsistent messaging."
We worked with the Anguilla Tourist Board to start first with an updated Destination Marketing & Business Plan. This project included digital assessments and reports, focus group sessions and one on one interviews with over 20 stakeholders across multiple industries and sectors. Our goal was to remain impartial and unbiased as we engaged with diverse participants from different backgrounds with differing mindsets.
The results of the research program informed the development of the Destination Business & Marketing Plan. It specifically highlighted Destination Anguilla's need for an improved online communications strategy, centered around a redeveloped, and modern Website.
Our Goal with the redevelopment of Anguilla's Destination Website, was to create a clean and visual online space that could facilitate travelers, wherever they were in the journey. Anguilla's destination website was designed for visitors to dream, plan, book or share their experiences online.
The Destination Business & Marketing Plan led to the restructuring of the organization. The ATB created 3 Distinct Departments to separate the responsibilities of the organization. One of the critical areas to be developed was the Marketing Department and an internal Creative Team, that could manage the messaging for the destination locally and internationally.
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