For Immediate Release

Source: U.S. Virgin Islands Department of Tourism

Contacts:

Alani Henneman-Todman, U.S. Virgin Islands Department of Tourism
+1 340 774-8784
ahenneman@usvitourism.vi

Keisha Nelson, Marketplace Excellence
+1 201 861-2056
keisha@marketplaceexcellence.com


The island of St. Croix was spotlighted at “Made in America” in the City of Brotherly Love.

U.S. VIRGIN ISLANDS TAKES ITS BRAND TO THE BIG STAGE
USVI Department of Tourism makes a splash at the “Made in America” Festival in Philadelphia
PHILADELPHIA, Pennsylvania (September 8, 2021) – The U.S. Virgin Islands (USVI) invited thousands to “Reconnect with Paradise” over the Labor Day weekend at JAY-Z’s “Made in America” music festival, which attracted about 100,000 patrons to Philadelphia’s historic Benjamin Franklin Parkway, widely regarded as the city’s cultural and artistic mecca.

The USVI Department of Tourism, including its Division of Festivals, kept the Territory “top of mind” among prospective mainland travelers by showcasing its musical and cultural attributes through a lively activation held in close proximity to the main stage, which featured top stars ranging from Megan Thee Stallion to Justin Bieber.

“Made in America”, which this year celebrated its 10th anniversary, featured a superstar roster of performers across genres, including pop and hip-hop. It is the brainchild of award-winning artist, businessman and philanthropist JAY-Z, who curates the show. The 2020 event was canceled due to the COVID-19 pandemic, and ticket holders this year had to show proof of a negative COVID-19 test result within 48 hours of attending, or proof of full vaccination against COVID-19.


Thousands of patrons attending “Made in America” witnessed and experienced USVI’s cultural vibes.


Carnival dancers represented the Territory with elegance and pride in Philadelphia.

“The response to our activation was outstanding,” remarked USVI Commissioner of Tourism Joseph Boschulte, who said “Made in America” allowed the Department to reach a younger demographic, which has largely continued to travel during the pandemic.

He disclosed that the USVI was the title travel sponsor of “Made in America”, a first for the event, and “our presence on the parkway allowed our team to personally connect with thousands of potential travelers who have never been exposed to our culture in such a tangible manner.”

USVI television commercials were showcased on the main stage, and the destination was featured among several national brands.

The mocko jumbie tradition is alive and well in the U.S. Virgin Islands and Philadelphia!


The music and culture of the Virgin Islands resonated with “Made in America” attendees.


Jymere Stillis-Stanford was one of the lucky winners at the U.S. Virgin Islands tent at “Made In America” in Philadelphia over the weekend.

The in-market activation, strategically located at the entrance to the venue, allowed concert-goers to engage with the USVI delegation, which included mocko jumbies, carnival dancers, Department of Tourism staffers and marketing and sales professionals.

Swag bags filled with USVI-branded merchandise were shared with attendees, who had a chance to win prizes ranging from local Virgin Islands jewelry to vacation getaways. Ticket holders also engaged with the USVI photo booth, which allowed them to share their own photos on social media.

Department of Tourism partners who supported the activation included Cardow Jewelers, Sonya’s Fine Island Jewelry and Virgin Islands Jewelry as well as Sand Castle on the Beach and The Buccaneer hotels on St. Croix.

Assistant Commissioner of Tourism Alani Henneman-Todman expressed satisfaction about the activation as well as the feedback and engagement from festival-goers and event organizers. “Music and culture are an essential part of the USVI brand and experience, and this event fuses those elements, so it is a perfect fit for us,” she said, adding that in-market activities help to bolster the Department’s strategic initiatives to strengthen and support airlift into the Territory from key markets such as the Northeast.

Ian Turnbull, Director of the U.S. Virgin Islands Division of Festivals, speaks with Philadelphia NBC 10 on Benjamin Franklin Parkway.

Ian Turnbull, Director of the Division of Festivals, agreed, explaining that the team continues to drive interest in the Territory through innovative marketing strategies. “The stage is now set for the next iteration of our marketing activities to firmly place U.S. Virgin Islands culture and our tourism attributes on the hearts and in the minds of American travelers of all ages,” he stated.

The USVI partnership was made possible through JAY-Z’s Roc Nation. “Made in America” was broadcast live to millions via Tidal and YouTube.


The U.S. Virgin Islands’ presence was a highlight of “Made in America”.



The U.S. Virgin Islands team at “Made in America” in Philadelphia, Pennsylvania.

About the U.S. Virgin Islands
For more information about the United States Virgin Islands, go to VisitUSVI.com, follow us on Instagram (@visitusvi) and Twitter (@usvitourism), and become a fan on Facebook (www.facebook.com/VisitUSVI). When traveling to the U.S. Virgin Islands, U.S. citizens enjoy all the conveniences of domestic travel – including on-line check-in – making travel to the U.S. Virgin Islands easier than ever. As a United States Territory, travel to the U.S. Virgin Islands does not require a passport from U.S. citizens arriving from Puerto Rico or the U.S. mainland. Entry requirements for non-U.S. citizens are the same as for entering the United States from any foreign destination. Upon departure, a passport is required for all but U.S. citizens.

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