Known as a “spot in the Caribbean” and the birthplace of its title character in the juggernaut Broadway musical “Hamilton,” the historic island of Nevis, located in the Leeward Islands of the West Indies, is just over 36 square miles. Still, this small Caribbean gem boasts stunning nature, history, attractions, award-winning hotels, and tourism infrastructure. In 2022, Nevis Tourism Authority (NTA) aimed to position Nevis as a premier destination for wellness, culture, and sustainable travel and retained CIIC to create a strategic PR program.
CIIC PR created and executed a holistic public relations program combining media relations, influencer marketing, and strategic storytelling—all designed to introduce Nevis to U.S. and international markets. CIIC PR led a proactive media outreach campaign targeting top-tier consumer, travel, and lifestyle media, along with key trade publications, where we secured stories in Travel + Leisure, The New York Times, USA Today and more.
As part of the broader campaign, CIIC PR managed the 2022 Nevis Ambassadors Program, which helped reinforce media efforts with aligned talent and extended storytelling beyond traditional media. Ambassadors included journalists, influencers, and native Nevisians like former Spice Girl Mel B., who offered authentic, on-brand perspectives. CIIC ensured that each ambassador's visit translated into targeted earned media, high-impact social content, and ongoing visibility. By maintaining a direct connection with our ambassadors and keeping them updated on island developments, we were able to utilize their ambassadorship to secure added value to the partnerships.
By building and executing a strategic, multi-faceted PR program, CIIC PR successfully reintroduced Nevis to the U.S. market as a luxury-yet-authentic Caribbean destination. Through efficient media relations, influencer partnerships, and thoughtful brand storytelling, CIIC PR helped the Nevis Tourism Authority achieve meaningful growth in awareness, credibility, and cultural relevance.
Results
- 4.1 Billion Media Impressions
- 1500 Secured Placements
- +$2.3 Million EstimatedPR Value
