Barbados Tourism Marketing Inc

Service: PR & Influencer

The brief
BTMI needed strong awareness of Barbados in a crowded Caribbean and luxury destination market, built on stories and voices that go beyond traditional sun, sea and sand messaging.

What we did
33Seconds runs an ongoing integrated PR and influencer programme across content pillars including romance, culture, food, sport and heritage, positioning Barbados as a year-round destination. This includes a year-round programme of newsworthy hooks tied to Barbados' cultural, culinary, sporting and tourism moments; FAM press and influencer trips throughout the year around key events such as the Food & Rum Festival, Crop Over and Run Barbados, plus themed trips on history & heritage and budget travel; media and creator events in the UK as an alternative to travel to Barbados; and engagement with travel trade media to promote hotel and flight offers to agents and operators. Activity spans online and print media, broadcast, Instagram and TikTok.

The result
33Seconds has built a network of 33+ influencers, producing 243 pieces of content across Instagram and TikTok that generated 5.6m social reach and 750k likes. PR activity has secured over 240 pieces of coverage with a combined reach of 2.52 billion, including broadcast coverage and trips with the BBC. The programme has delivered 50 influencer and press trips with national, travel and lifestyle media, and arranged Barbadian press coverage — including Nation News, Mornin' Barbados and Capital Media 99.3 — for the 50th anniversary of Typically Tropical's song 'Barbados'.