Anguilla’s New Tourism Campaign Is About “Less Screen Time, More Island Time”
Anguilla has been making a push as a year-round tourism destination (in large part thanks to hotels like Aurora Anguilla), something that’s been starting tp pay off.
Now, the island is looking to position itself as an escape — and a place for immersive experiences and digital detox.
The idea? Less screen time, more island time.
With the return of its Exclusively Yours campaign, the Anguilla Tourist Board is rolling out a refreshed summer marketing strategy built on personalization, emotional appeal—and a handwritten touch.
Now in its second year, the campaign leans into the island’s “Less Screen Time, More Island Time” ethos, targeting a diverse mix of travelers, from high-end families and couples to solo escape-seekers and regional daytrippers.
But this time, the approach goes deeper: merging digital storytelling with analog sentimentality, using clean, high-contrast visuals inspired by handwritten notes to highlight Anguilla’s curated experiences.
“This campaign allows travelers to have access to amazing offers—not only from our five-star properties, but also our villas, boutique hotels, and charming escapes,” said Kimberly King-Lestrade, the island’s Chief Marketing Officer. “And for 2025, we’ve expanded the initiative to include our experience creators, tours, and rentals.”
Anguilla reports that the first run of Exclusively Yours in summer 2024 delivered a 25 percent increase in June stayovers and a 20 percent bump in July, according to the ATB—traditionally low months for visitation. The hope is that this year’s creative evolution will help continue that trajectory by converting more day visitors into overnight guests and extending stays across multiple traveler segments.
Anguilla says its messaging emphasizes intimacy, calm, and authenticity over mass-market appeal—part of a broader shift as Caribbean destinations compete for attention among a new generation of luxury travelers seeking depth and digital disconnection.
The campaign will run through early September, with placements across social, search, and what Anguilla calls “high-value digital and print platforms targeting North American and regional markets.”
