Case Study

U.S. Virgin Islands Office of Tourism

Tourism

Background

Increase the brand perception of the U.S. Virgin Islands as a meetings and incentives destination in order to capture more corporate events business from the mainland U.S.

Strategy

Target major incentive agencies in the U.S. and third party planning companies with key selling messages that position the U.S. Virgin Islands as a the ideal domestic location for corporate meetings and incentives.

“I truly appreciate the amazing job of the DCI MICE team. I spent a few minutes with Joyce (Marriott Hotels) yesterday and she too expressed the value of the work done for this segment…” Beverly Nicholson-Doty, Commissioner, U.S. Virgin Islands Department of Tourism

Results

  • Planned a Texas Roadshow to increase awareness of the USVI to corporate and third-party planners in the oil and automobile industries, securing face to face meetings with 20 planners and three RFPs for the client during the roadshow.
  • Organized two group familiarization programs for more than 30 planners and business events media to introduce the properties and unique venues on St. Croix, St. John, and St. Thomas.
  • Conducted a proactive sales outreach campaign, making more than 190 sales calls for the USVI in two years.
62 RFPs
$1.2M in Confirmed Business

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