In a new marketing effort, the Antigua and Barbuda Tourism Authority (ABTA) has started a bus advertising campaign in Barbados. The slogan “Be Here” is prominently displayed on the side, serving as a moving invitation for Barbadians to explore the twin-island nation. With striking images that showcase Antigua and Barbuda’s vibrant culture, beautiful beaches, and famous events, the campaign aims to encourage people in Barbados to visit and experience what these lovely islands provide.
The bus, which features a full wrap of vibrant imagery, captures some of the best aspects of Antigua and Barbuda. The stunning visuals include the energetic and colourful Antigua Carnival, the serene beauty of the islands’ 365 beaches, and the rich cultural experiences on offer. From mouth-watering cuisine to the warm hospitality of the people, every aspect of the islands’ unique charm is showcased in the mobile advertisement.
The message displayed on the bus is simple but impactful: “Be Here.” This slogan serves as a powerful call to action, inviting the people of Barbados to make Antigua and Barbuda their next destination. As the bus travels daily along one of the busiest coastal routes in Barbados — known as Highway 1 — its reach is far-reaching, ensuring that a large number of potential visitors will be exposed to the message.
Highway 1 is one of the most high-profile and trafficked roads in Barbados. The route runs from Speightstown in the north of the island, through the upscale and popular West Coast district, and all the way to the capital city of Bridgetown. This corridor sees constant vehicular and pedestrian traffic, ensuring maximum visibility for the bus. The route also runs through a popular tourist belt known for its array of restaurants, hotels, cultural landmarks, and attractions, making it an ideal location for the “Be Here” campaign.
To further boost the visibility of the campaign, Antigua and Barbuda participated in the Caribbean Festival of Arts (CARIFESTA) held in Barbados. During this event, the “Be Here” branded bus made a special appearance at Antigua and Barbuda’s “Country Night” celebrations at the CARIFESTA Grand Market. This activation tied perfectly into the essence of the campaign, as performers from Antigua and Barbuda, including the newly crowned Queen of Carnival and a team of dancers and drummers, disembarked from the bus in full costume, creating a visual spectacle on the streets and at the CARIFESTA venue. The performance showcased the islands’ vibrant culture, giving onlookers a glimpse of the energy and excitement that awaits in Antigua and Barbuda.
The presence of the bus at the event generated a buzz, with the cultural performers perfectly embodying the spirit of the “Be Here” campaign. The activation helped bring to life the campaign’s message to “Be Immersed” in the islands’ year-round culture and arts scene, further enhancing its appeal to potential visitors.
As regional travel within the Caribbean continues to grow, the ABTA aims to foster stronger connections between neighbouring islands and encourage visitors to rediscover the unique offerings of Antigua and Barbuda. Barbados, with its strong cultural ties and interest in travel to Antigua and Barbuda, serves as an ideal audience for the campaign. The close proximity and accessible flight connections between the two islands make it a prime target for promoting tourism in Antigua and Barbuda.
The campaign is part of a larger regional strategy by ABTA to promote year-round travel to the islands, with a focus on major events like the Antigua Racing Cup, Antigua Sailing Week, Culinary Month, Antigua Carnival, and Antigua and Barbuda Art Week. The goal is not only to attract tourists during peak seasons but also to highlight the islands’ events and festivals throughout the year.
At the CARIFESTA event, visitors to the Antigua and Barbuda booth were greeted by the ABTA team, who shared information about the destination’s offerings. The booth featured miniature product samples, allowing guests to experience a taste of Antigua and Barbuda. In addition, a special travel competition was held, offering the chance to win airline tickets for two to Antigua, courtesy of LIAT Air. The booth also hosted media interviews where listeners were invited to “Be” in Antigua and Barbuda.
The presence of the team at CARIFESTA allowed ABTA to strengthen its connections with potential travellers and media outlets, further promoting Antigua and Barbuda as a top regional destination. The campaign reinforced the message that Antigua and Barbuda offers not only beautiful beaches but also a rich cultural experience that can be enjoyed throughout the year.
Launched in June, the “Be Here” bus advertising campaign will continue to run through November, providing sustained exposure for Antigua and Barbuda in Barbados. The high visibility of the bus as it travels along a major route ensures that thousands of Barbadians will be reminded of the attractions and experiences available in Antigua and Barbuda, enticing them to plan their next getaway.
The continued success of the campaign relies on the compelling visual representation of Antigua and Barbuda’s offerings, as well as the cultural engagement initiatives tied to major events like CARIFESTA. As travel interest in the Caribbean region grows, the “Be Here” campaign plays a key role in positioning Antigua and Barbuda as a leading destination for regional travellers.
Through its eye-catching bus advertising campaign, Antigua and Barbuda is extending a warm invitation to the people of Barbados. By showcasing the islands’ beautiful landscapes, lively festivals, and unique culture, the campaign encourages Barbadians to visit the twin-island nation. As Antigua and Barbuda grows its presence in the Caribbean tourism market, the “Be Here” campaign acts as a strong tool for attracting visitors and improving travel connections in the region.
[Image Source: Visit Antigua and Barbuda Official Website]
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