Dec. 3, 2003 – The territory's winter tourism advertising outreach includes images of the islands projected on a huge video screen overlooking New York City's Times Square and depicted on placards in hundreds of the city's subway train cars.
Ads enticing New Yorkers and city visitors to enjoy a "Red, White and Blue" Christmas began appearing on NBC's 30 by 40 foot Jumbotron screen on Nov. 17 and will run until Jan. 4, according to a release from Martin Public Relations, the territory's mainland publicity agency. The theme emphasizes that the territory is part of the United States and utilizes the imagery of red sails, white sands and blue seas.
Additional images are of "green fields, children playing on the beach and scuba divers," the release stated, encouraging viewers "to make a few New Year's resolutions to relax, laugh and exercise more." The Jumbotron screen is viewed by more than 1.5 million individuals on any given day, it said, but many more during the holiday shopping season and at the traditional New Year's Eve countdown in Times Square.
Tourism Commissioner Pamela Richards said a similar campaign during the 2001-2002 holiday season "proved incredibly successful during a difficult time for the tourism industry."
The banner ads placed in more than 570 subway cars feature images of "beaches, breathtaking vistas and sunny skies … during New York's cold winter days," the release said. The subway campaign started on Nov. 3 and goes through Dec. 28.
Concurrent Tourism marketing efforts in cooperation with the local hospitality industry include a "U.S.V.I. Ice Breaker" promotion. It offers people who book V.I. vacations during the yearend holidays the seventh night of accommodations free, $50 in sightseeing and shopping money upon arrival, and other savings options.
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