New Partnership brings new technology to promote St. Kitts  

BASSETERRE St. Kitts (March 24, 2011) – The production of the first ever comprehensive travel supplement devoted entirely to St. Kitts has ensured that the destination remains in the hearts and minds of Daily Telegraph readers in the UK. Spearheaded by the St. Kitts Tourism Authority alongside its major partner, British Airways, the supplement, included with the 19th March issue of the Telegraph, represents a key element of a major project initiative developed with the prestigious UK Telegraph Media Group (TMG).

Supported by a six months online campaign featuring an exclusive St. Kitts micro-site, hosting video promotions, the ambitious project also brings brand new technology to consumers via the inclusion of ‘aromatic’ ink as a competition mechanic which, when scratched, reveals a tropical fruit smell.

This new print solution from the Telegraph is the first time this commercial platform has been seen in the UK by a national newspaper, with St. Kitts being the first destination to use it.  Telegraph readers who choose the right smell from a choice of three options will be in for a chance to win a fantastic holiday to St. Kitts, including two return flights on British Airways from London Gatwick and seven nights’ accommodation at St. Kitts Marriott Resort & The Royal Beach Casino.

A second innovation to be employed within the campaign is a printed QR (Quick Response) code, which enables the reader to scan the code with a mobile phone to be automatically taken to The Telegraph’s microsite on St. Kitts.

 
Over eight pages of the Supplement, discerning Telegraph readers will get a true taste and feel of St Kitts as they explore the spectacular beauty of this unspoilt island, learn of the island’s array of watersports and beach activities, discover the thrills of rainforest hiking and set their taste buds alive as they almost ‘taste’ the local and international culinary delights described within. 

The Telegraph journalists writing about the island describe their impressions of the many facets of the destination, including the exhilaration of zip-lining, the relaxation of horseriding on the beach, the wide range of cuisine and the Kittitian people themselves who are hospitable to the last and immersed in a tourism industry which ensures visitors leave St. Kitts enthused and wanting to return.

The island’s new family programme, Kids r VIPs, also features extensively together with an overview of the destination, the island’s heritage and culture, updates on the accommodation sector including new resort developments and golf facilities, restaurants and beach bars,  news of island events and the full range of visitor attractions.     

Rosecita Jeffers, CEO of the St. Kitts Tourism Authority said, “Partnerships are key to St. Kitts' success in the UK market and we are delighted to be launching such an exciting campaign with the Telegraph Media Group.  We believe that the Telegraph's audience would be intrigued with what the island has to offer and, working closely with our airline partner BA, we are showcasing the 'real' destination in this campaign to give them a true feel of the island.

 
Richard Tams, head of UK & Ireland sales, said: "British Airways enjoys an excellent relationship with Minister Skerritt and his team. Since the launch of the first flight and second service we have worked very closely to ensure that our joint marketing efforts have increased awareness of St Kitts in the UK market. Thanks to our partnership with the Telegraph Media Group we hope to bring the island of St Kitts to many more UK consumers and look forward to seeing them disembark our aircraft in St Kitts over the coming months."

The St. Kitts Tourism Authority extends its gratitude and thanks to all island partners for their full support to this promotion.  This project has been a true collaboration between UK and on-island partners.

About the Project

The St. Kitts and British Airways Telegraph Media Group (TMG) project commenced Saturday 19th March with an eight-page St. Kitts destination supplement in the Daily Telegraph newspaper of that day.  The supplement is supported by an online campaign with exclusive St. Kitts micro-site promoted for six months, five online videos shot on location in St. Kitts, a photo gallery of the island and an opportunity for a reader to win a holiday to St. Kitts on British Airways and staying at the St. Kitts Marriott Resort & The Royal Beach Casino.

An additional 10,000 glossy copies of the supplement, reproduced as a 16-page magazine, will also be produced, to be displayed at Consumer Shows and Events around the UK, including the Taste of London show and Telegraph Reader Event, ensuring as many UK consumers as possible have the chance to read about St. Kitts.

About Telegraph Media Group

Telegraph Media Group Limited publishes The Daily Telegraph, The Sunday Telegraph, The Telegraph and The Telegraph weekly world edition.  This is a wholly owned subsidiary of Press Holdings Limited. With a daily national circulation of 651,185, the Daily Telegraph represents one of the highest circulation broadsheet newspapers in the UK.  Its website enjoys 31,087,385 unique global users.