Antigua and Barbuda – The Caribbean twin-island paradise turned to sibling rivalry in its latest ad campaign designed by London-based creative agency Motel and Spanish production company Fish. In a film commissioned by the Antigua and Barbuda tourism authority and released in June 2023, islanders argue with one another about which of the two havens is the best destination. From dreamy beaches to parties and drinks, each protagonist highlights countless reasons for tourists to visit their island while gently mocking their competitors.
'The unifying message behind the campaign is 'Why choose when you can have the best of both islands,' said Charles Fernandez, Antigua and Barbuda’s minister of tourism, in a press release. 'Visitors to Antigua are reminded that our sister-island Barbuda is only minutes away and that both offer visitors two unique experiences in one vacation.'
Turning a competitor into a collaborator is part of the emerging strategies we unveiled in our Neo-collectivism macrotrend. United by values of empathy and community, consumers and businesses are shunning individualism in favour of alliances that decentralise industries and redistribute power at scale.
Question how a one-time collaboration with competitors could help define your unique selling point while tapping into an audience already interested in your market. If what your business does is inimitable, why can't consumers have both?