Turks and Caicos: TCI Broadcast Across United States

Thursday, 20 May 2010 17:55

Radio listeners from across United States were treated to a slice of the Turks and Caicos Islands this week when 21 radio stations broadcast live from Beaches Turk & Caicos Resort Villages & Spa. Stations from Seattle to Boston heard the excitement of their favorite radio personalities enjoying the sunshine and warm temperatures in the TCI this week.

"Beautiful by Nature is the perfect tag line for this country, " Candy O'Terry, Magic 106.7 FM, told her listeners in Boston. "I love the blue water and beaches, and there are so many beautiful flowers … I just love the feel of the island."

In a time when destination marketing for the country has been on the back burner due to financial constraints, this national U.S. key-market radio promotion from Beaches was aimed at bringing awareness to potential vacationers about all the treasures the TCI has to offer.

They targeted top-ranked, mainstream stations in some high-interest markets such as New York and Boston, but also new markets that may have never heard of the country such as Cedar Rapids, Iowa, and Columbia, South Carolina. They also hit almost every format from Adult Contemporary and Sports to Classic Rock, Classic Hits, Oldies, Jazz and Easy Listening. The promotion appears to be working, as a couple staying at the resort could attest to.

One station broadcasting live from Los Angeles, Hot 92.3, got a special visit from local LA residents who, after hearing their on-air promotions leading up to the live broadcast, decided to visit the TCI and stopped by to thank the radio personalities for the great vacation tip. The live broadcasts also included three vacation giveaways per station during and after the live broadcast.

"People are still climbing out of the recession," O'Terry said, and she was thrilled to be able to provide her listeners the chance for a four-day, three-night vacation to the beautiful TCI, courtesy of Beaches. Each day O'Terry gave listeners clues on air and via photos and videos on her Web site to use to win the trips.

Beaches was also featured on each radio station's Web site, via dedicated promotional spots on-air, live on-property interviews with the Beaches staff, as well as live and pre-recorded on-air mentions. The promotions helped to bring awareness of the resort as well as the destination.

"Many people may have heard of Turks and Caicos," Victor Zaragoza of Hot 92.3 in Los Angeles explained, "but they don't know anything about it." Zaragoza shared with his listeners his favorite part of the trip when he was visited with a cookie platter for his birthday by none other than Cookie Monster himself. "We may be adults, but we are still kids at heart," said his co-host Jimmy Reyes about their excitement at meeting the Sesame Street characters.