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Blur turned a travel destination into a club for those with first adopter sensibilities and a line on the inside track.

A Challenge With A Twist

The Department of Tourism faced a serious decline in the number of U.S. visitors to the Turks & Caicos Islands. How does one boost tourist numbers without damaging the “undiscovered” image of a pristine destination?

Blur solved this dilemma by avoiding traditional “product attribute” travel advertising in a “me too” category almost completely focused on selling sun, sea and sand.

The campaign focused on what the choice of a destination said about the consumer, prompting vacationers to appoint themselves to a “private society” of “travelers in the know.”

Appoint themselves they did. A communications platform based on one strategic insight saw declining figures reversed, with a visitor increase of more than 37% in the first year of the campaign.