DOT Rolls out ‘Welcome to vaCay’ Global Campaign

By Stuart Wilson

The Cayman Islands Department of Tourism (CIDOT) unveiled its new marketing campaign to promote the Cayman Islands around the world at an exclusive event held inside the Camana Bay Cinema on October 6th.

Welcome to vaCay

‘Welcome to vaCay’ is meant to be a play on words that essentially gives the Cayman Islands ownership of the word - usually associated with vacationing - in a way that no other destination can claim, according to DOT officials. 

The slogan is an epiphany that came after months of contemplation and consideration for a catchy new mantra that would redefine what it means to go on vacation. This ultimately led to the realisation that what they were looking for was staring right at them all along in the popular, colloquial term for vacation.

The term ‘vaCay’ embodies Cayman in a way that is both clever and authentic.

CIDOT officials explained that, “vacation is broken and what was once meant to be restorative has become stressful, overwhelming and demanding, leaving travelers more exhausted than when they left.”

They said recent data shows that four in 10 American travelers return home needing a “vacation from their vacation,” while 60% admit they sacrifice rest by trying to do it all.

“This why the Cayman Islands is introducing ‘Welcome to vaCay’, a bold new brand platform that offers travelers the antidote to over-scheduled, exhausting vacations; no to-do lists, no alarms, no jam-packed itineraries,” DOT representatives added. 

“Rooted in the name of the destination itself, ‘vaCay’ is the vacation, vacation wishes it took, found only in the Cayman Islands,” the team remarked.

 Director of Tourism for the Cayman Islands Department of Tourism Rosa Harris told the audience  that, “…too often, vacations leave people more exhausted than when they arrived and Travellers want something different.”

She pointed out that this is exactly what the Cayman Islands delivers.

“Welcome to vaCay” is our way of inviting the world to experience our three-island destination, where vacation is as it should and was always meant to be: stress-free, rejuvenating, and effortlessly luxurious,” she remarked.

Highlighting Cayman and Caymanians 

Minister for Tourism, the Honorable Gary Rutty said, “This new campaign takes what has always made the Cayman Islands extraordinary: our natural beauty, our world-class dining, our effortless luxury and most importantly, the warmth and hospitality of our people and redefines it as the antidote to the broken vacation.”

“Here in Cayman we invite visitors to slow down and embrace Island life, with no to do lists, no alarms and no pressure. Just days that unfold naturally, experiences that rejuvenate and a sense of belonging that only Caymanians can create,” he remarked.

Mr. Rutty said, “What makes this campaign especially meaningful is that it is largely built by Caymanians for Cayman.”

Over 85 percent of the cast and crew in the campaign are Caymanians, A fact the Minister said ensures that our culture and our people are the heart of the story.

“Every frame of this campaign reflects who we are. Tourism has always been about people. Our greatest asset is not our sun, sea or sand but our Caymanian people and our way of welcoming visitors. That spirit of hospitality comes so naturally to us that we call it Caymankind,” he noted. 

“That is what our guests are looking for and that is why my colleagues and I do everything that is possible to have Caymanians at every touch point in the industry; from greeting guests, guiding tours, managing our resorts and flying our planes, to building the businesses that define and support our tourism product,” he added.

The Minister thanked all who played a role in bringing the campaign to life and invited everyone to embrace it and share it, as it is not just a campaign, but who we are.

“When visitors experience authentic connections with our people, that is when they will have truly discovered vaCay, This campaign is more than advertising, It is a lifestyle and an identity that no other destination can authentically own,” he said. 

Deputy Director of International Marketing and Promotions with CIDOT, Gary Hendricks-Dominguez shared more about the process involved with choosing an advertising agency and ensuring congruent messaging in all markets.

“This was the next step in the marketing and promotion of the Cayman Islands as the premier warm weather destination; the ‘it’ destination of the Caribbean. The final campaign chosen from our collaborative came from our new global agency of record, Grey,” he explained.

Mr. Hendricks-Dominguez said having Grey as our global creative pattern means that we are ensuring we promote the destination in the same way across all of Cayman’s global markets.

“This campaign strongly delivered on what we are looking for and what we love is that it took something simple and made it meaningful, inviting visitors to reclaim their carefree spirit, sense of joy and step into all the possibilities that come with a true escape,” he remarked. 

He noted that this is not something that Cayman has to manufacture. It is a feeling that people have when they visit the Cayman Islands.

“I like to say that travelers visit all of the other Caribbean Islands and then they graduate to us and never leave,” he joked.  

Cost

CIDOT Director Rosa Harriss noted that contracts for three agencies tasked with previous campaigns for Cayman’s tourism product were all expiring in succession and the decision was made to consolidate, into one agency.

She added that the total cost of the campaign was in the region of US $12 million dollars over 5 years and would see the new branding for Cayman rolled out across source markets in English, Spanish and Portuguese.

Key campaign elements of ‘Welcome to vaCay’:

• A refreshed website featuring influencer itineraries in partnership with Stellar and future enhancements to make trip planning seamless.

• Multi-Channel advertising spanning digital and streaming video, print, digital OOH, social, programmatic and OTA partner platforms introduce &;Welcome to vaCay to the most relevant potential travelers.

• A robust social rollout with cross-channel content inviting travelers to join the conversation using #welcometovacay.

• Campaign extensions through in-market activations that bring the spirit of vaCay to life for travelers.

At its core the campaign includes:

• Brand Storytelling: The new 30-second hero spot, filmed entirely in the Cayman Islands and narrated by Caymanian actress Rita Estevanovich.

• Creative Identity: The campaign introduces a new visual identity and colour palette inspired by the Cayman Islands – from the tones of sand and sea to the hues of a Cayman sunset and the vibrancy of native florals. The aesthetic is intentionally fashion-inspired and modern, going beyond just sun and sand to break through the sea-of-sameness seen in most island destination campaigns.

• Authenticity & Setting: Each scene and setting was chosen to highlight Cayman’s natural beauty, world-class accommodations, culinary excellence and unforgettable adventures on land.