WHY IT RATES: The
Bahamas aims to capture more of the Southwest U.S. market by entering into a
multi-year partnership with the Dallas Cowboys, integrating island branding and
advertising at home sporting events, and running multiple sweepstakes and other
marketing initiatives across various channels. — Laurie Baratti, TravelPulse
Associate Writer
The Bahamas
Ministry of Tourism, Investments & Aviation (BMOTIA) has solidified a
multi-year partnership with the Dallas Cowboys to tap into the U.S. Southwest
market. The collaboration aims to reach Dallas Cowboys fans across the
United States.
The Hon. I. Chester
Cooper, The Bahamas' Deputy Prime Minister and Minister of Tourism,
Investments & Aviation, along with Ministry of Tourism Director
General Latia Duncombe and other executives, were in attendance
at the Dallas Cowboys versus Detroit Lions game on 30 December, to kick
off the partnership and celebrate Jimmy Johnson's induction
into the Dallas Cowboys Ring of Honor.
As part of this
multi-year agreement, The Islands of The Bahamas branding will
prominently feature at AT&T Stadium home games in Arlington, Texas,
along with TV and radio ads, Bahamian-themed promotions, and on-site
activities. Cowboys fans will have the chance to win social media sweepstakes
for a home game or an unforgettable trip to The Islands of The Bahamas.
"We are
excited about this new partnership and look forward to capitalizing on this
relationship to drive more tourism business from Middle America to The Bahamas,"
said Cooper. "This agreement allows us to combine the love for the Dallas
Cowboys with the allure of The Bahamas."
"The Dallas
Cowboys are excited to partner with the Bahamas Ministry of Tourism to help
encourage tourism at an incredible destination like The Bahamas,"
said Dallas Cowboys Executive Vice President of Business Operations Chad
Estis. "We know Cowboys fans love great experiences, exciting trips, world-class
hospitality and making special memories, which are all things that are easy to
have in The Bahamas!"
Latia Duncombe,
Bahamas Ministry of Tourism Director General, described the partnership as a
"win-win" and emphasized the exposure for The Islands of The Bahamas within
the Dallas Cowboys fanbase. Multiple
sweepstakes and marketing initiatives will target fans in the Southwest
and across the U.S., anticipating a substantial increase in travel to The Bahamas from
this market.
Referred to as
"America's Team," the Dallas Cowboys is, according to Forbes, valued
at $9 billion. The Bahamas' collaboration with this sports giant
will bolster the destination's national "Sports in Paradise" initiative,
positioning the country as an ideal destination for sports-related conferences,
meetings, and events.
SOURCE: The Bahamas Ministry of Tourism, Investments & Aviation press release.
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