NASSAU, Bahamas — The Nassau Paradise Island Promotion Board (NPIPB) unveiled its newest marketing initiative that will promote Nassau and Paradise Island hotels on the famous digital billboard in New York’s Times Square, NPIPB Chief Executive Officer Joy Jibrilu said last week, adding that since its launch of the billboard and certain TV spots in October, visits to the NPIPB website have been increased by 69 percent, The Nassau Guardian reported on Tuesday, December 13, 2022 in an article written by Chester Robards.
Jibrilu said the billboard space will run spots on each of the NPIPB’s member hotels for one week through the next year. She explained that it is NPIPB’s intention to match its 2019 media placement levels, with a budget of $12 million over the next 12 months.
“When we commenced the Times Square activation and our TV spots the first week of October, traffic to our website grew by 69 percent,” said Jibrilu. “There’s clearly a direct correlation between being visible in our markets and driving business to the destination. Every single one of our members will be featured on the billboard.”
Jibrilu said this marketing initiative in New York affords NPIPB’s smaller hotel members an opportunity of a lifetime to be featured in a premium spot.
According to market research data from official Times Square website Timessquarenyc.org, about 360,000 pedestrians enter Times Square on a daily basis.
Jibrilu said each member hotel will receive about 72 spots on the billboard per day through 15 seconds ads. She said marketing is key to what the NPIPB does, adding that the body also intends to have a heavy social media presence over the next year.
“We have a large social media presence and every month generate more than 30 social media videos, so we stay connected to our guests,” said Jibrilu.
She added that after COVID-19 put a pause on many in-person events, the NPIPB is back to participating in global trade shows.
“We’re pleased that trade shows have returned in full force and NPIPB has been present at all major trade shows this year, including World Travel Market London, IMEX (America), Routes Americas, World Routes, Caribbean Marketplace and others,” Jibrilu said.
She said NPIPB hopes to have its website visits exceed seven million next year.
She also contended that 2023 could become The Bahamas’ new banner year for tourist arrivals. See article in The Nassau Guardian at https://thenassauguardian.com/nassau-paradise-island-hotels-in-times-square-marketing-push/
