The Anguilla Tourist Board (ATB) concluded its first ever Transformational Change Week with a meeting of most stakeholders on Friday 18th 2015. The well attended event took place on the grounds of the ATB. Persons in attendance included government officials, stakeholders directly involved in the tourism industry as well as members of the general public.
The event was chaired by Ms. Donna Banks, Chairperson of the Anguilla Tourist Board. It was a chance for persons to become acquainted with the ATB’s representatives, both overseas and local. Among the representatives, was the newly appointed North American representative, The PM Group.
The PM Group is a travel and tourism marketing agency that specializes in Destinations and Luxury Lifestyle Brands. Along with marketing destinations in the Caribbean, the agency has also represented South Africa, vineyards in Tuscany, ski resorts in Vermont as well as projects in New York. Vice President of The PM Group, Alison Ross, spoke of how humble they were to be entrusted as the North American representative for Anguilla. “Although we are, in a sense, new to this particular assignment, we do have some history with Anguilla”, Ms. Ross stated. She reminded the crowd of the agency’s role in various initiatives, in the past, geared towards improving the island’s tourism industry – initiatives such as The Bachelor, Sports Illustrated as well various aspects of the Anguilla at 40 celebrations. The agency officially began working for Anguilla again on September 1st, 2015. It is tasked with sales and advertisement, public relations and Anguilla’s digital presence, including social media, in North America.
Speaking on the agency’s role in marketing Anguilla, Ms. Ross said, “We intend to make use of all the new tools and technology at our disposal, in terms of marketing the destination”, and that her agency would be working closely with Bob Aretz and his team at Paragraph Inc. “One thing we do know is that, unless the marketing campaigns that we implement resonate with you here [in Anguilla], and you can wholeheartedly get behind them, then we are not doing our jobs” she added. Ms Ross left the crowd with the notion that The PM Group would work in consultation with the people of Anguilla.
Other speakers at the ceremony included Hon. Parliamentary Secretary, Cardigan Connor, President of the Anguilla Hotel and Tourism Association (AHTA), Mr. Delroy Lake; Bob Aretz of Paragraph Inc. as well as several representatives from the various markets. These were Ms. Carolyn Brown, representative of the United Kingdom; Ms. Gerlinde Hofbauer, Germany; Mr. Stefano Deapoli, Italy; and Ms. Raquel Echandi, Puerto Rico and Latin America.
The representatives of the European markets thanked all stakeholders for their support over the years. They urged hoteliers and restaurant owners to extend their customer services as far as they can. Mr. Deapoli suggested that something as simple as printing a few menus in different languages can make a difference in the experience of the customer.
In closing, Ms. Banks told the stakeholders in the tourism industry; “We look forward to great things because your presence here is an assurance to us that you are on board with us. You, the community, are part of the team – you are the host. Our travelers are the guests and we are counting on you, as good hosts, to make every traveler or visitor to Anguilla to feel welcomed”.
