The Business ensured that BTA UK received good return on investment for their sponsorship of the Celtic Festival Barbados – a week long event held on the island each May PR Campaigns positioned Barbados in the UK, Celtic countries, including Canada and Caricom states, as a destination of choice for holidaymakers and those with an interest in music – Petra Roach VP BTA
The business took over the event management of this music festival in 2011 and for the last three years has built a week long music festival which has grown in popularity. Raising sponsorship as you would expect for a music festival from the brewery and distillery and local tourist businesses including hotels and venues. Sponsors included BANKS beer, Mount Gay Rum and associated whiskies
The programme was increased to 10 events across a week and was designed to coincide with the international Motor Rally which attracts teams from the Celtic Countries
We set out to attract the best acts – including legendary Eddi Reader and the Peatbog Faeries and Alan Kelly Gang from Ireland.
The PR campaign pitched into all regions, from radio broadcasts in Barbados to encourage ticket sales, interviews with key musicians, to international press in Canada in in flight magazines as well as extensively in the music press in the UK and general tourist outlets.
The business created a new identity for the Music Festival, taking the colours of the Bajan flag, yellow and blue and adding a bit of tartan and palm trees!
The festival was designed to engage with the local community as well as attracting tourists – we ran workshops in a special school giving local children with special needs the chance to sing Scottish songs! We held an assembly in the international school with our Scottish/Canadian dancers from Nova Scotia, and the local Suzuki violin school was invited to participate with our international musicians at our opening event
Our first event attracted three times BRIT award winner Eddi Reader from Scotland and her band, and she was recorded by Scottish Television who attended the festival and broadcast a piece every day of the week of the festival back in Scotland. A radio advertising as well as PR campaign ran on LOVE FM and other channels in Barbados.
We used the Scottish connection in our PR – that the emblem on the Bajan dollar coin has the St Andrews Flag of Scotland symbolised by the hands of a slave holding crossed canes from the sugar plantations.