Yankees Promotion: A Home Run Partnership

The New York Yankees were the perfect ‘batting partner,’ to help us increase visitor arrivals to the U.S. Virgin Islands this fall and winter.”

Beverly Nicholson-Doty, Commissioner of Tourism, U.S. Virgin Islands Department of Tourism

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The Challenge

Showcase to New Yorkers how convenient it is to plan their vacation to the United States Virgin Islands (USVI) in order to boost autumn arrivals.

 

The DCI Strategy

Designed a promotion with Delta Airlines and the New York Yankees to introduce fans to the USVI experience. Showcased carnival dancers, USVI cuisine and cocktails, a photo activation and autograph sessions with former Yankee and St. Croix native Horace Clarke.

 

The Results

  • To drive engagement, ads placed on CNN, New York Times and USA Today reached 500,000 consumers.
  • Hosted 100 editorial contacts, meeting planners, USVI ambassadors and travel agents at stadium Delta SKY360˚ suite to build buzz.
  • Engaged 550,000+ fans with text-to-win sweepstakes during the game, receiving nearly 700 entries.
  • As an extension of the relationship with Delta, the USVI was able to secure a new weekly flight from Atlanta to St. Croix.