Bahamas Tourism dominates New York Penn Station with bold branding blitz

Wednesday, January 10, 2024

Following a record-breaking year in tourism, the Bahamas Ministry of Tourism, Investments & Aviation (BMOTIA) launched a month-long brand domination initiative at New York Penn Station on January 2nd. This campaign involves the strategic placement of approximately 200 attention-grabbing giant Bahamas posters throughout the busiest rail hub in the United States. The primary objective of this advertising effort is to enhance the visibility of The Islands of The Bahamas brand during the peak travel season, encouraging increased visitor traffic from the U.S. Northeast, the nation’s leading source market. The brand domination campaign is scheduled to run from January 2nd to January 29th.

BMOTIA has collaborated with JetBlue Vacations to conduct a sweepstake in conjunction with The Bahamas activation at New York Penn Station. The sweepstakes will offer a 3-night air and hotel package giveaway, including roundtrip tickets for two. To make the activation more interactive, the Bahamas giveaway will be showcased on select poster board placements throughout the station. Additional marketing efforts through various channels, such as email and social media, will be implemented to promote the JetBlue Vacations trip giveaway and raise awareness about the station domination.

In reference to the Ministry’s impactful advertising campaign in the heart of New York City during January, Bahamas Deputy Prime Minister and Minister of Tourism, Investments & Aviation, the Hon. I. Chester Cooper, stated, “Our tourism business is experiencing robust growth. After welcoming an unprecedented 8 million plus visitors in 2023, our goal for 2024 is to sustain the upward trend in visitor arrivals.”

Deputy Prime Minister Cooper praised the efforts of the New York Sales Team, saying, “Our dynamic New York Sales Team kicked off the New Year with a remarkable branding domination at America’s busiest passenger transportation facility.”

Director General Latia Duncombe of BMOTIA emphasized the surge in demand for a Bahamas vacation experience in 2023 and expressed the mission to intensify messaging about the destination’s allure. She highlighted the return to Penn Station in January with a larger and more vibrant activation that aims to captivate the imagination of millions of commuters.

Penn Station, situated just outside Midtown Manhattan, stands as the United States’ busiest railway hub, catering to over 600,000 commuters daily. Serving individuals from New York City, Long Island, and New Jersey, this area represents the core of the U.S. Northeast—the highest producing region for visitor arrivals to The Bahamas, annually contributing over 360,000 visitors to the destination.

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