L’Atitude 13° North Barbados Beach and Wellness Festival 2017 - Sponge Marketing
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L’Atitude 13° North Barbados Beach and Wellness Festival 2017

23 Jan L’Atitude 13° North Barbados Beach and Wellness Festival 2017

Posted at 14:33h in Case Studies by
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Barbados Tourism Marketing Inc. challenged the Sponge Marketing team with the task of eliminating the island’s off season while highlighting 2017 as the Year of Sports.

Our Thinking:

Reacting to popularity and high appetite for health and wellness in the UK, we organised L’Atitude 13° North – the first free beach and wellness festival in Barbados – in order to raise the profile of Barbados as a health and wellness travel destination.

The festival included:

  • Live music from the main stage
  • Two days of various yoga classes (bowspring, pilates, SUP, restorative)
  • Beach workouts
  • Kula market
  • Locally sourced authentic BBQ
  • Motivational talks

 

Results:

The festival received great response from visitors and UK lifestyle and fitness press, with coverage in The Guardian, Heat Magazine, Women’s Fitness, Now Magazine, Cosmopolitan and OK! Online.

Following the festival, TUI and Virgin Atlantic increased their airlift from major UK airports. Numbers for next year’s season are already up and the festival has helped eliminate the off-season.