UB40 feat Ali, Astro & Mickey have partnered with Virgin Holidays and Virgin Atlantic to launch a campaign to encourage British tourists to come back to the Caribbean after Hurricane Irma. There is a misconception that the Caribbean is completely destroyed after the recent hurricanes and it's threatening the region’s biggest economic driver; tourism.
Globe Productions and UB40 filmed a new music video to the band’s hit ‘Come Back Darling’ encouraging tourists to come back to the Islands following the devastation this year. Directed by James Barnes and shot in Antigua, the video’s purpose is to showcase the beauty of the island and that the Caribbean is rebuilding and open for business.
The campaign was supported by Antigua and Barbuda’s government, including the prime minister Gaston Browne himself
The campaign was PR led by agency One Green Bean, which is part of Havas Worldwide. The campaign was covered across major print/online news and travel outlets, over 30 national and regional radio stations as well as national TV.
The band used this opportunity to plug and tease about their upcoming new album released via UMC next year.
Combined, the campaign has already reached more than 170 million people