Case Studies

Parrotheads in Paradise

Project Details

• Client: Anguilla Tourist Board
• Date: 2007

When the Patron Saint of Paradise, Jimmy Buffett, agreed to a concert in Anguilla the agency saw this as an opportunity to sell the small hotels, guest houses and inns that traditionally are the last to sell out. We created special “Parrotheads in Paradise” packages that generated enormous coverage nationally and triggered immediate hotel bookings.

We partnered with one of NYC’s most popular stations, JACK 101.1 FM for an on air “Parrotheads in Paradise” radio promotion. In exchange for one trip for two to the concert, station aired more than 130 spots promoting the concert and hotel packages. Coverage also included 3 direct marketing email blasts to a 20,000 listener database and a home page promotion of packages and link to ATB & hotel partner sites.

The island’s hotels were fully booked, with concert goers forced to stay on neighboring islands.

With only three available slots for onsite media coverage, PMG’s hand picked media resulted in segments on NBC’s Today Show and NY1-TV, and features in the Chicago Sun Times and the New Haven Register.