AAF Silver Angel Award
Antigua and Barbuda Hotel & Tourism Association
About the project
As part of Antigua & Barbuda’s Sun, Sea, and Safe campaign, Tarsier was commissioned by the Antigua & Barbuda Hotel and Tourism Association to collaborate in developing compelling messaging and visuals. The goal was to showcase the hospitality sector’s commitment to adhering to COVID-19 protocols and to emphasize the critical role of vaccination in reducing infection rates. The campaign played a key role in securing a green listing in the UK and a CDC Level 1 rating in the US, reinforcing Antigua & Barbuda’s reputation as a safe and responsible travel destination.
The Challenge
With global tourism facing uncertainty due to the pandemic, Antigua & Barbuda needed to reassure both travelers and travel industry stakeholders that the country was a safe destination. The challenge was twofold: 1.Demonstrating strict adherence to COVID-19 protocols across all levels of the hospitality industry. 2.Encouraging widespread vaccination within the tourism sector to further reduce infection rates and maintain confidence in the destination. The messaging needed to be clear, engaging, and effective in reaching travel agents, tour operators, potential visitors, and the diaspora market.
The Solution
Tarsier created two key videos and supplemental creatives. One video showcased hospitality workers ensuring visitor safety, while the other highlighted the tourism industry’s vaccination efforts. These videos were used in travel agent training, industry workshops, newsletters, webinars, and diaspora education. The campaign successfully reinforced Antigua & Barbuda’s commitment to safety and earned Tarsier the American Advertising Federation’s Silver Angel Award for excellence in COVID-19 safety and awareness messaging.
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Old Parham Road, St. John's Antigua