Saint Martin הצרפתי היה היעד הבלעדי שהוצג בנשף הג'ינגל של Z-100 ב-9 בדצמבר, מסורת אהובה של חג ניו יורק כבר למעלה מ-25 שנה.
The Saint Martin Tourist Office negotiated this major promotional campaign with iHeart Media and Z-100, the #1 Contemporary Hits radio station in New York City, tied into their major holiday concert event of the season, Jingle Ball. Director Aida Weinum led a team from the Tourist Office that included North American Manager Suzanne Scantlebery, Communications and MICE manager Ricardo Bethel, Brand Ambassadors Marco Octuvon and Cherline Charles, up and coming artist Tamillia Chance and her manager Dianique Chance, to attend the event in New York City.
A six-week on-air promotional campaign kicked off on October 24, with over 120 promotional spots voiced by Maxwell, one of Z-100’s most popular radio personalities. The campaign culminated with a spectacular Saint Martin installation and activation during Jingle Ball’s pre-event All Access Lounge at the Hammerstein Ballroom at Manhattan Center. The Saint Martin installation featured a stunning 10’ by 20’ backdrop of Baie Rouge’s iconic multi-colored steps and was the most popular spot in the lounge for selfies.
Two Brand Ambassadors dressed in vibrant carnival costumes staffed the Saint Martin installation and assisted with distributing promotional literature and branded phone sleeves as a special gift from the island. They also assisted attendees with taking their photos against the stunning beach backdrop. Tamillia Chance, a talented singer, musician and songwriter from St. Martin kicked off the line up of artists at the All Access Lounge with a dazzling ten-minute performance of her latest tracks.
“The New York metro area is the most important source market for Saint Martin,” stated Director Weinum. “This partnership offered us a unique opportunity to engage and connect with our target audiences over a sustained period, in a memorable and exciting way. We focused on 2023 as our Year of Events, and also showcased the phenomenal talent that we have in Saint Martin by inviting Tamillia to join us with a wonderful performance. I’m very proud of my team for their support in our continued efforts to promote our Friendly Island in new and innovative ways.”
Additional campaign elements included digital display ads across iHeart’s properties; an online trip giveaway contest to the fabulous Secrets Resort; Jingle Ball Concert tickets for consumer giveaways on-site at the All Access Lounge; a full page ad in the Jingle Ball magazine; and a :30 jumbotron video commercial depicting the destination that ran three times during the Jingle Ball concert at Madison Square Garden. One of the hottest tickets in New York, the Jingle Ball concert featured performances by Lizzo, Dua Lipa, Demi Lovato, Charlie Puth, The Kid Laroi and many more top artists.
Approximately 6,000 attendees visited the All Access Lounge on December 9, and 20,000 fans attended the sold out Jingle Ball concert at Madison Square Garden later that evening. Z-100 reaches 2.3 million listeners in the New York metro area, who were targeted repeatedly through the on-air radio campaign. During the course of the campaign, daily visitation to Saint Martin’s website increased by over 100% on the days that the ads ran. The campaign generated on average 1,100 new website visits within the ten-minute window of when the ads ran, and in all, the destination welcomed more than 47,000 new visitors to the site.
