In 2014, we were commissioned to design and implement a launch strategy for this emerging destination in various French-speaking European markets: France, Switzerland, Monaco, Belgium and Luxembourg. First, a destination audit identified and prioritized the various tourism products likely to correspond with the demand of these potential new travelers from various market segments: yachting, diving, ultra luxury, fishing, honeymoon etc. Then, Bloom Consulting designed a brand and messaging strategy adapted to the local market.
Later, a group of British Virgin Islands stakeholders (accommodation providers, yachting companies etc.) received training on the specifics of these French speaking markets to improve their ability to grow their business with the French outgoing travel industry and better receive their French speaking visitors.
Until 2020 (when Covid-19 led to border closures), a holistic B2B, B2C and PR operational marketing strategy was carried out, targeting industry decision makers (airlines, tour operators, travel agencies, incentive houses etc.), travel opinion leaders (media, influencers etc.) and various niche segments.
As a result, before hurricane Irma dramatically hit the archipelago in 2017, the French-speaking markets showed the highest growth among European markets (+148%) on the Air France/KLM route map. France became the second source market after the UK. A creative crisis communication strategy and post-Irma recovery plan designed and implemented by Bloom Consulting made it possible to recover the excellent visitor figures obtained in the record year of 2016 again as early as in 2019.
* Project led by Attract before merging with Bloom Consulting
