Cayman Islands Tests U.S. Meal-Kit Service to Boost Its Food Tourism Marketing
Photo Credit: The Cayman Islands has partnered with meal delivery service Chef'd to promote its food and beverage offerings to U.S. travelers. Pictured is the curried chicken recipe from a prepared meal kit. Chef'd
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The Cayman Islands feels its new meal-kit campaign is new and exciting, and in many ways it is. It's refreshing to see a tourism board take a novel approach to reaching consumers and there will be a lot to learn in how consumers will respond.
When many U.S. travelers think of the Cayman Islands, they likely think of wealthy offshore bank accounts, beaches, and luxurious resorts.
But the Cayman Islands Department of Tourism says the destination also has some of the Caribbean's best restaurants and most delicious recipes — something it’s capitalizing on in a new marketing campaign that’s sending meal kits to U.S. travelers.
Last week, the destination launched a partnership with Los Angeles-based meal kit delivery company Chef'd that lets U.S. travelers order meal kits containing ingredients of Cayman Island recipes.
This is one of the first examples of a tourism board working with a meal delivery service as part of a marketing campaign. "Unless you try something, you don't know how successful it'll be," said Rosa Harris, director of tourism for the Cayman Islands Department of Tourism. "We were more specifically concentrated on a luxury, millennial, young professional clientele who is cooking at home and open
