From Consideration to Conversion: Growing Tourism for St. Kitts

In an increasingly competitive travel market, our strategy was to engage audiences who had already chosen the Caribbean as their next holiday destination but had not yet decided whichisland to visit.

The campaign therefore needed to expand beyond traditional AB audience profiling to reach a broader mix of affluent and aspirational travellers, including couples, families and solo travellers with comfortable disposable income and a strong appetite for travel experiences.

We identified key regions outside of London and the South East, that indexed highly for the audience that were willing to travel to Gatwick Airport.

Audience insight revealed strong engagement across digital channels, particularly internet usage and Video on Demand (VOD). In response, we developed a three-tiered media strategy designed to capture demand, inspire discovery and maintain visibility throughout the decision-making journey.

An always-on PPC strategy ensured St. Kitts remained visible during key search and discovery moments, helping to capture active travel intent throughout the campaign period.

Digital display activity was deployed tactically to target consumers actively researching holidays and seeking travel inspiration. This was supported by retargeting those who had visited the website, to re-engage high-intent users and drive deeper consideration.

To showcase the island’s inspirational brand content and immersive experiences, the campaign was further amplified through pre-roll video advertising and addressable TV, delivering high-impact storytelling across premium viewing environments.

‍