ST. THOMAS: M Booth & Associates has snagged a $1.9 million account as AOR for the US Virgin Islands.
M Booth's travel and lifestyle specialty group will handle the account, effective immediately, which will focus on media relations, internet marketing, and strategic partnerships and promotions. The Virgin Islands consists of St. Croix, St. John, and St. Thomas. The region's slogan is America's Caribbean.
The account will be run by travel and lifestyle co-heads Joan Bloom and Joan Brower, and feature a team of six in M Booth's New York office. One indigenous liaison will be stationed on St. Thomas/St. John and one will be on St. Croix.
The agency will target leisure, trade, and business magazines. It will also work on strategic partnerships in the Virgin Islands private sector. Booth said the agency hopes to boost bookings to the three different islands, facilitate repeat visits, and attract businesses to hold conferences and retreats there.
"We will be able to quantify whether we will be able to move the needle," Booth said. "This isn't just about media impressions."
Bloom and Brower have represented clients such as Puerto Rico Tourism Company, St. Lucia Tourist Board, Bahamas Ministry of Tourism, and Mexico Ministry of Tourism.
"We have two of the best people in the business running the practice; they have huge experience in the Caribbean," Booth said, adding that that experience translated to the Virgin Islands assignment.