The Barbados Tourism Marketing Inc. (BTMI) in collaboration with the National Cultural Foundation (NCF) will be soft launching a new global campaign dubbed ‘Love Crop Over’. This new and invigorating campaign is all about creating an emotional connection with Crop Over and highlighting all the things loved about the annual festival such as food, heritage, music, arts and events.
Love Crop Over’s main focus is to get persons aware of why they should enjoy and love the sweetest summer festival; while placing an emphasis on the uniqueness of the Festival and what makes it so enticing.
The new campaign officially launches in February during Trinidad carnival with a media tour inclusive of radio, TV and newspaper interviews. Event activations will include mobile photo booths, interactive games to win ‘Love Crop Over’ branded merchandise and appearances by popular local brand ambassadors.
Raising awareness of the Crop Over Festival and re-establishing it on a global scale is the main goal of the campaign as well as boosting arrivals, expenditure and cultural immersion for destination Barbados.
BTMI Director for the Caribbean and Latin America market, Corey Garrett, mentioned, “the Love Crop Over campaign is both dynamic and inclusive as we support the NCF in spreading the message of Crop Over to both those new to the Festival and those we are encouraging to return. It is a national, collaborative effort that we are excited to take to the world at a time when the demand for authentic cultural experiences is growing.”
The #LoveCropOver team along with local artists and DJs will also be making appearances to promote and create global awareness at various events and festivals throughout carnival season.