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USVI to launch ‘Nice’ summer campaign

Caribbean Connection

Bevan Springer | 4/10/2014, 9:44 a.m.
The United States Virgin Islands Department of Tourism has joined forces with international music sensation Delyno “Pressure Busspipe” Brown to ...
Pressure Busspipe on stage in Miami

U.S. VIRGIN ISLANDS (April 10)—The United States Virgin Islands Department of Tourism has joined forces with international music sensation Delyno “Pressure Busspipe” Brown to promote travel to the Territory this summer.

The partnership, featuring Brown’s hit song “Virgin Islands Nice,” will include a new 30-second national television commercial to support the summer campaign, which offers added value at participating hotels, restaurants and attractions across St. Croix, St. John and St. Thomas.

“It is with tremendous pride that we connect with one of our talented Virgin Islanders to promote travel to our islands this summer,” said Beverly Nicholson-Doty, commissioner of tourism, who said the partnership came to life at an ambassadors reception in Miami in January after Brown delivered a pulsating performance for Virgin Islanders.

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Bevan Springer

“We Virgin Islanders know just how nice our islands are,” the commissioner added, “and we want travelers to come and see for themselves the amazing Virgin Islands vacation experiences we deliver here.”

The commercial, which is being produced in the Virgin Islands, will form part of a national television ad campaign, and the promotion will include a major digital media component and social media strategy.

The campaign will feature “Nice Packages” showcasing several travel segments within the territory, while local tourism providers will be rewarded for delivering “Nice Experiences” each month.

Visitors, including Virgin Islands ambassadors on the mainland, will be encouraged to share their experiences across social media, and lucky winners will be rewarded for their posts.

Brown, a native of the U.S. Virgin Islands, is blessed with a smooth, melodic voice and impressive writing skills. These skills allow him to convey the Virgin Islands experience through his music. Known for the hit song “Love and Affection,” the Virgin Islands artist specializes in reggae music.