By Esther Durand, BVI News Staff
With a large number of BVI-based resorts still undergoing renovation after the 2017 hurricanes, a local magazine has opted to feature a competing tourism destination in its publication.
The Virgin Islands Property & Yacht magazine – which hails itself as ‘the definitive, luxury guide to property, sailing and lifestyle in the Virgin Islands’ – has featured Grenada in its latest July issue.
The magazine’s six-page feature on Grenada focused on the island’s attractions, its cuisine, where to stay, when to visit, and how to get to one of Grenada’s prime attractions – Spice Isle.
A paid advertisement of a Grenada-based resort is displayed at the end of the feature.
Erin Paviour-Smith, the Sales Director at A Looking Glass – the producers of the magazine – told BVI News the decision to feature a competing destination was crucial to the company’s continuity.
“At the moment, it is very difficult in the BVI and so much of our revenue has decreased because we are an advertising model and so the only way that we can generate our revenue is through advertisement.”
“At the moment, we cannot afford to turn it (advertisement from other destinations) down. We are always focused on the BVI and we always want to focus on the BVI especially now in our recovery. But, also, we are a business as well and we have the staff to support.”
Keeping the readers’ interest
According to Smith, a recent company survey the company commissioned showed 47 percent of their readership had travelled three times in the last 12 months.
She said the magazine’s Grenada feature, therefore, was also to engage that demographic of readers.
“With so many of our resorts destroyed and also the villas, we are trying to find ways to keep our readers interested. It’s something different as well since we don’t want to always be talking about the hurricane all the time.”
She said the magazine will entertain outside advertising from time to time. However, they are not striving to be a non-Virgin Islands publication.
Meanwhile, the publication’s Creative Director, Nick Cunha said this is not the first time the magazine has featured another country.
He said the company previously did six features on other Caribbean islands. Among those was a 2011 issue titled ’36 hours in Dominica’.
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