Challenge
In late 2004, Hurricane Ivan ravaged the island nation of Grenada. The first hurricane to hit the island in over 50 years, the infrastructure was ill prepared. Heavily dependent on tourism, the challenge lay in restoring confidence in this destination, reversing the negative publicity following the storm.
Solution Pt. 1
The first stage of our public relations program was to galvanize the community for relief supplies. This involved securing airlift, as well as government and private donations. Moving from hand-outs to rebuilding, our involvement including programs such as rebuilding a local fire station with help from a Toronto-based fire crew. Support was tied to Air Canada Vacations, the lead Canadian carrier to Grenada.
Solution Pt. 2
With the rebuild effort in hand, the next step was to restore confidence in the product. This was accomplished through visits by travel media who reported on the redevelopment progress and monthly e-newsletters to travel agents. Once the schedule for airlift was confirmed select advertising was initiated.
Results
For the past three years, LMA public relations generated over $1.0
million of media annually for Grenada. PAX volume has been restored
to pre-hurricane levels.
