Discover the Cayman Islands

“Most people don’t know where we are” say Cayman Islanders, and they think that’s just “perfect”. That is the message from the latest advertising campaign to be launched this month by the Department of Tourism for the three diminutive islands that make up the Cayman Islands.

Furthermore, the advertising campaign claims “It’s not who you know, but where you know”. The strap line - ‘the other side of the Caribbean’, which appears on all advertisements - portrays not only the islands’ geographical location, but also their lack of mainstream tourism attributes largely associated with the Caribbean, such as all-inclusive resorts, buffet-style dining and packaged weddings and honeymoons.

Don McDougall, the Department of Tourism’s regional manager for Europe, explains the rationale behind the campaign to be launched across consumer, trade and online media: “Market research has shown us that the vast majority of the British travelling public simply do not know where in the Caribbean we are – in fact, many do not associate us with the Caribbean at all. We see this as a huge opportunity to promote our enviable ‘off the beaten track’ location to those who don’t want to follow the pack.”

He continues: “While the Cayman Islands has seen annual growth in tourism from this market every year since 2004, The Cayman Islands still only receives 15,000 visitors every year from the UK which barely leaves a footprint on Seven Mile Beach, not to mention the rest of the islands which are virtually undiscovered by most.”

The sister islands are also profiled in the new campaign. Little Cayman – a forty minute flight from Grand Cayman, where the local iguana is given right of way, has minimal tourism development despite having some of the best diving in the world. Its abundant bird and wildlife is highlighted in the latest creative, which states: “Little Cayman has over 200,000 inhabitants – just 150 of them are human”.

The advertising campaign was launched on 20th January. Print advertisements are appearing in national newspapers, dive magazines and across all travel trade publications. A weekend promotional campaign with the chance to win a holiday is will be on Classic FM, and an online campaign is also being run concurrently. The advertising campaign is supported by the destination’s innovative new micro site, giving an in-depth virtual insight into all aspects of the islands above and below water.

For information on visiting the Cayman Islands visit Caymanislands.co.uk.