Hotel Online 
News for the Hospitality Executive

The U.S. Virgin Islands Tourism Department Spending $6 million
 on a CNN / CNN Headline News TV Advertising Campaign

By Aldeth Lewin, The Virgin Islands Daily News, St. ThomasMcClatchy-Tribune Regional News

September 29, 2009 - ST. THOMAS -- To lure visitors to the territory this season, the V.I. Tourism Department has begun a six-week run of new television commercials on CNN and CNN Headline News -- reaching a large national audience.

As part of Tourism's advertising package, more than 300, 30-second television spots will air. The ads will feature the "You, Unscripted" theme developed this past year and unveiled in June.

The "You, Unscripted" slogan embodies the territory's new brand, which focuses on the visitor's desire to create their own, unique vacation experience, Tourism Commissioner Beverly Nicholson-Doty said at the launch in June.

The ads show people who have "lost" their everyday identities and "found" a new one through their Virgin Islands vacation.

The new ads were shot on all three islands in February using local actors recruited through open casting calls. The soundtrack for the radio and television ads was recorded by the Rising Stars Steel Orchestra.

The ads are airing during some of the most top-rated primetime shows including CNN's "American Morning," "Larry King Live" and "Saturday Morning" as well as CNN Headline News' "Showbiz Tonight," "Weekend News" and "Nancy Grace."

The new television ads include messaging urging potential visitors to book their trips to the territory through American Airlines Vacations, Delta Vacations and US Airways Vacations.

It is the second wave of television advertising, the national print and television ads ran in a limited six-week release in June.

"We recognize that the winter travel planning process has begun," Nicholson-Doty said in a prepared statement. "Our second wave of national TV ads are designed to keep the destination top of mind among potential visitors."

Tourism plans to spend $6 million on this year's ad campaign, which will consist of 30-second television spots, magazine, newspaper and Internet advertising. The ads will target a range of market segments including bridal and romance, culture and heritage, sailing and yachting, meetings and incentives, divers and African-American travelers.

- Contact Aldeth Lewin at 774-8772 ext. 311 or e-mail


To see more of The Virgin Islands Daily News, or to subscribe to the newspaper, go to

Copyright (c) 2009, The Virgin Islands Daily News, St. Thomas

Distributed by McClatchy-Tribune Information Services. For reprints, email, call 800-374-7985 or 847-635-6550, send a fax to 847-635-6968, or write to The Permissions Group Inc., 1247 Milwaukee Ave., Suite 303, Glenview, IL 60025, USA. NYSE:TWX,

To search Hotel Online data base of News and Trends Go to Hotel.OnlineSearch
Home | Welcome| Hospitality News | Classifieds| One-on-One |
Viewpoint Forum | Industry Resources | Press Releases
Please contact Hotel.Onlinewith your comments and suggestions.