On the heels of a record-breaking year in tourism, theBahamas Ministry of Tourism, Investments & Aviation (BMOTIA) on 2 Jan. rolled out an expected month-long brand domination at New York Penn Station.

The activation will see theplacement of some 200 eye- catching giant size Bahamas posters at strategic locationsthroughout the busiest rail hub in the United States. The advertising campaign aims to heightenvisibility of The Islands of The Bahamas brand during peak travel season and drive increasedvisitor traffic to the destination from the U.S. Northeast, the country’s number one sourcemarket. The brand domination will run 2 - 29 Jan.

BMOTIA has partnered with JetBlue Vacations to run a sweepstake in tandem with TheBahamas activation at New York Penn Station. The sweepstakes will feature a 3-night air & andhotel package giveaway with roundtrip tickets for two. The Bahamas giveaway will be featuredon some of the poster board placements throughout the station to make the activation moreinteractive. Additional marketing via various channels (email, social media, etc.) will be rolledout to promote the trip giveaway with JetBlue Vacations and bring about more awareness forthe station domination.

Commenting on the Ministry’s high visibility advertising campaign in the heart of New York Cityduring the month of January, the Hon. I. Chester Cooper, Bahamas Deputy Prime Minister andMinister of Tourism, Investments & Aviation, said: “Our tourism business is in robust growthmode. Having welcomed in 2023 an unprecedented 8 million plus visitors, our aim for 2024 is tocontinue the upward trajectory in visitor arrivals.”

“Our dynamic New York Sales Team started the New Year with a bang, unveiling brandingdomination at America’s busiest passenger transportation facility,” said Deputy Prime MinisterCooper.

“The widespread placement of Bahamas posters at Penn Station in the dead of winter will keepour destination top of mind as the millions of commuters transit through the New York stationduring the month of January.”

Latia Duncombe, Director General, BMOTIA, said, “In 2023, we witnessed a surge in demand fora Bahamas vacation experience. Our diverse offerings of 16 unique islands, coupled with thecharm and warm hospitality of our people, continue to attract travellers from around the worldto our destination.”

“We are on a mission to intensify our messaging about the allure of our destination, to reach asmany consumers as possible,” said Director General Duncombe. “Our destination’s first branddomination of Penn Station took place in January of 2023 and we are returning to Penn Stationthis January with a bigger, more vibrant activation that will capture the imagination of millionsof commuters.”

Penn Station, located just outside mid-Town Manhattan, is the United States’ busiest railwayhub, with over 600,000 commuters per day. The station serves commuters from New York City,Long Island and New Jersey, an area that comprises the hub of the U.S. Northeast. TheNortheast is the highest producing area for visitor arrivals to The Bahamas, annually deliveringover 360,000 visitors to the destination.