United States Virgin Islands Tourism
Advertising for Caribbean tourism destinations has always been defined by overly staged partying vacationers and upbeat festive music. We created Real Nice as the antithesis of that. Letting the culture, sights and a sounds speak for themselves.
ADDYs SE Regional - Silver Integrated Campaign
ADDYs SE Regional - Silver Integrated Campaign
What is Real Nice?
Real Nice is a state of mind embodied by all of the residents of the U.S. Virgin Islands. To make sure we stayed authentic, our 24 day shoot was planned around the locales and attractions recommended by the residents. What we ended up with was 3 TV spots and 20 segment-specific video shorts that we could target to the correct audiences.
Online videos
We created 20 demographic-specific videos for targeting and retargeting purposes. Each used the sites and sounds of the USVI to tell the story.
Still Nice
About a month into our launch, disaster struck—twice. Two Category 5 hurricanes, Irma and Maria decimated the islands. In the days, weeks and months after, we did what we could to support a client and it’s residents that relied on tourism as their primary source of income. We operated quickly and cost effectively to keep the USVI top of mind to future travelers.
The ambient and soothing Sounds of Still Nice was a quick Spotify playlist we put together from our more than 3 weeks of shooting.
Using photos from island residents (we weren’t legally allowed to show any of our original footage since it would misrepresent the current situation), we created dozens of quick social posts utilizing the platform reactions.
As hotels came back online, we broadcast using Facebook Live to our followers with tours of the rooms and resorts to show the recovery.
We sent small camera crews to the island to shoot dozens of quick turnaround videos with accurate content.
Credits:
Doug D'Arrigo - Executive Creative Director
Melanie Matlock - Copywriter
Katie Sedmak - Art Director
