Event celebrated exciting promotion partnership

that capitalises on release of 'Pirates' Movie

By THEA RUTHERFORD

FN Features Editor

thea@nasguard.com

NEW YORK – Fears of piracy that fuelled a contractual dispute between the theatre and distributor may have prevented a Bahamian delegation from viewing this summer's anticipated blockbuster, Pirates of the Caribbean 2, in New York on Wednesday, but they did not put brakes on the 'Bahamian Celebration' hosted by the Ministry of Tourism and the Conde Nast Traveler at the publication's offices that night.

The Ministry and Conde Nast, who have been marketing partners for the last 19 years, threw the shindig in light of its new and innovative collaboration to promote The Islands of The Bahamas by capitalising on the 'Pirates of the Caribbean' films' fame.

Pirates of the Caribbean 2, recently premiered in California last weekend, was filmed on Grand Bahama and White Cay, Exuma. The third movie in the trilogy, set for a 2007 release, will also be filmed on Bahamian shores.

As part of a multi-platform promotion programme for the country, the Conde Nast Traveler, a travel magazine with a circulation of 3.2 million, launched an interactive competition in May that had thousands of viewers flipping through its pages in search of clues for a pirate trivia. The contest will end in July with a grand prize drawing for a stay at the Four Seasons in Emerald Bay, Exuma.

The Pirate-themed nature of the clue-hunt sweepstakes also shares information about the different islands in the archipelago with participants, familiarising readers with The Bahamas.

The competition, both mail in and online, had netted up to 2,523 participants by Wednesday morning.

An email blast promoting the contest garnered a 17 percent open rate, one that the magazine's Executive Director of Travel, Marcia Miller, called astounding at a media briefing on Wednesday morning. The click-through rate scored a seven percent, reported Miller, who said that the average click- through rate was two percent.

The Bahamas was also mentioned on the glossy's 'Hot List' last month as one of the hottest destinations and featured in a multi-page unit.

Guests at the reception meandered through three open rooms adorned with life-sized photographs of sparkling waters and radiant sand, and screens flashing scenes from around the archipelago, as the hip-swaying rhythms of Bahamian band, 'Tingum Dem,' wafted down the corridor.

Guests, who were offered samples of Bahamian food throughout the evening, were also able to participate in an interactive Pirate trivia, much like the magazine's current contest.

Lisa Hughes, the magazine's publisher, welcomed guests, apologizing for the fact that the movie could not be screened that night, but expressing Conde Nast's pleasure with its partnership with the Ministry of Tourism, before introducing Tourism Minister, Obie Wilchcombe.

Wilchcombe, too expressing pleasure with the partnership in a brief address, said that the collaboration with the magazine has caused The Bahamas to be seen by millions of people worldwide.

"(Conde Nast) has caused us to become a very successful tourist destination," he said.

Quoting the famous promotion slogan of yesteryear, "It's Better in The Bahamas," Wilchcombe said that the slogan rang true because, "... everyday we're building more and more to ensure that we can offer the world so much on our 31 inhabited islands.

"Our partnerships work, we've proven it and we will continue to do so" he added, referring to those like the one that the ministry has with Conde Nast.

The screening of Pirates of the Caribbean 2, that had been scheduled for Wednesday June 28, will now take place in the capital on Friday July 7 at Galleria Cinemas.

RECEPTION – Marketing partners, Conde Nast Traveler and the Ministry of Tourism hosted a 'Bahamian Celebration' reception at the magazine's offices in New York City on Wednesday night. Pictured from left to right are: Deputy Director of Tourism David Johnson; GBPA Deputy Chairman Willie Moss; Minister of Tourism Obie Wilchcombe and Conde Nast Traveler Publisher Lisa Hughes. (Photo by DEREK SMITH)

GOOD ENTERTAINMENT – Guests enjoy the music and entertainment with 'pirate' at the Conde Nast Traveler/Ministry of Tourism reception in New York on Wednesday.(Photos by DEREK SMITH)

TIME TO DANCE – Guest dances with 'pirate' at the Conde Nast Traveler/Ministry of Tourism reception in New York on Wednesday.