Cayman Islands Tourism

The Cayman Islands Department of Tourism promotes the islands as the premier luxury destination in the Caribbean. For the last four years, the organization has worked with RedPoint to communicate that message to Albertans, to encourage them to choose Cayman as their next vacation destination.

The Challenge

To entice Albertans to visit Cayman, the Cayman Islands Department of Tourism needed a content-based approach. The organization wanted the Cayman story to resonate with readers and to be both engaging and useful, with authoritative information about Cayman destinations, amenities and sights, as well as lifestyle content aimed at travellers seeking a high-end food, wine and vacation experience.

The Solution

For the last four years, RedPoint has written, edited, designed and produced a substantial supplement for insertion in our magazines, including Avenue Calgary and Avenue Edmonton. The special section’s placement in Avenue has connected it to an affluent, sophisticated Alberta audience predisposed to trust the information in those pages. The Cayman Islands Department of Tourism’s country director for Canada, Paul Minich, explains that the organization wanted a truly compelling marketing solution. “This is not simply ad placement; it is a fully integrated approach to marketing the Cayman Islands to Albertans and beyond.”

The Results

The creative work and audience access RedPoint provides has delivered on all the client’s goals and resonated with the client’s target audience. Said Minich: “I just returned from Grand Cayman where I presented our Avenue magazine eight-page insert to our on-island partners. They were incredibly impressed with the creative look and feel of the piece, with a strong consensus that it looked more editorial than ‘advertorial’ — one of the key goals of this initiative.” Visitation from Alberta is up 35% — a very powerful result.
Minich said his team has found the relationship between Cayman Islands Department of Tourism and RedPoint highly rewarding. “I see the RedPoint team as fully integrated and extremely talented. My personal experience with RedPoint has not been simply an excellent account manager–client interface, but rather, personal access to all the talent on the team: Creative, digital, editorial, event planning and management, just to name a few. When I visit the offices I feel the entire team is at my disposal.”