Tourism Division Strengthens Ties in Boston

On the heels of successful media coverage in New York Times Magazine and National Geographic magazine, the Tourism Division took the destination’s promotion campaign on the road to Boston.

From Left: Members of the Boston-based Diaspora, Montserrat Aspirers dressed as masquerade dancers, Jadine “De Soca Diva” Greenway, CAMC Director of Client Development, Jennifer Johnson and Montserrat Tourism Division’s Cherise Aymer, pictured at the Montserrat booth, during The Boston Globe Travel Show, 2016
From Left: Members of the Boston-based Diaspora, Montserrat Aspirers dressed as masquerade dancers, Jadine “De Soca Diva” Greenway, CAMC Director of Client Development, Jennifer Johnson and Montserrat Tourism Division’s Cherise Aymer, pictured at the Montserrat booth, during The Boston Globe Travel Show, 2016

As part of aggressive efforts to strengthen Montserrat’s market share and expertly position the island as a “must see” for savvy travelers, the Montserrat Tourism Division recently concluded a successful public relations and marketing campaign in Boston, Massachusetts. Coordinated by the Division’s North American agency, Cheryl Andrews Marketing Communications (CAMC), targeted activities included an invite-only travel trade reception, held February 18 at Hennessey’s and participation in the annual Boston Globe Travel Show, February 19-21, 2016.

The destination has not participated in The Boston Globe Travel Show in more than five years and, with the distinction of being the only nation in the Caribbean with a strong Irish heritage, the opportunity to reintroduce Montserrat to the city’s Irish community, one of the largest in the U.S., was ideal.

To kick-off the campaign, CAMC coordinated an intimate reception at one of Boston’s leading Irish pubs/restaurant, Hennessy’s. The division’s marketing representative, Cherise Aymer, along with CAMC President Cheryl Andrews and Director of Client Development Jennifer Johnson, met and shared the latest industry news and developments with the more than 40 travel agents and journalists in attendance.

Participants included writers who contribute to Conde Naste Traveler, Boston.com (website of The Boston Globe newspaper); Forbes.com; About.com and HuffingtonPost.com as well as travel agents from CS Cruise and Tours; Destination Weddings Travel Group and Holiday Travel. Members of the Boston-based Diaspora organization, Montserrat Aspirers, were also in attendance and shared past and present memories and details of the island.
The Boston Globe Travel Show, a three-day consumer and trade event held at the Seaport World Trade Center, provided the ideal platform to educate and inform future travelers based in Boston and surrounding areas of the island’s unique and distinct tourism attributes.

CAMC’s representatives and the division’s marketing representative were on hand to greet more than 22,000 visitors in attendance, share new and noteworthy information from the destination and distribute newly-created promotional items designed to educate consumers about the island. Montserrat’s booth was one of the busiest of the travel show with support from members of the Montserrat Aspirers who provided and shared samples of rum cake, coconut tart, ginger beer and sorrel. They also entertained attendees on the Cultural Stage with costume-clad masquerade dancers and “De Soca Diva,” Jadine Greenaway.

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