When the Caribbean destination of Saint Lucia agreed to host ABC’s The Bachelor for a second season, they asked us to help harness the power of all that love in measurable, impactful ways. If you’ve ever hosted or been the backdrop for a show like this, you know what they meant: you make a huge investment to get the show to your destination…how do you then inspire those viewers to engage with you more closely and ultimately book a trip?
So Redpoint coordinated a massive integrated marketing program that brought together the Tourist Board, island tourism operators, hotels, attractions, tour companies, and more. We helped rally all these stakeholders around Bachelor-themed romance concepts, and if you’re not familiar with the show, red roses play a huge role in the storyline…and so red roses became a key element of the marketing program.
At the hub of this program, we designed and created a Red Rose Trail interactive Facebook map, which enabled visitors to learn more about each spot on Saint Lucia where romantic moments took place on the show. This was enhanced with several integrated initiatives including…
- The “After the Final Rose” Pinterest romance sweepstakes
- An island-wide menu of Red Rose Packages offered by more than 20 hotels
- Red Rose Romance Trail Tours offered leading tour companies, that traced the routes taken by The Bachelor and his Bachelorettes
- Comprehensive section of the Saint Lucia website dedicated to The Bachelor and all the corresponding marketing platforms
- A strategic PR campaign with a series of romance-themed news releases, from promotion of the Red Rose Romance Trail to the Top Ten Places to Propose in Saint Lucia
The island felt the love from all these enhanced marketing efforts surrounding their collaboration with The Bachelor. The Saint Lucia Pinterest page tripled in size, the interactive Facebook map doubled the amount of traffic funneling through to the operator websites, and the Saint Lucia Facebook site increased its fan base by 35%. Total media reach for the campaign in the first month alone exceeded 100 million. We’re pretty sure that the tourist board executives kissed the results report when it was delivered.