1. RIHANNA
&
BTA
PARTNERSHIP
Mr.
David
M.
Rice,
President
and
CEO,
Barbados
Tourism
Authority
with
Rihanna
at
various
locaJons
Barbados
Tourism
Authority
and
Rihanna
Partnership
PR
Newswire
Montreal,
Canada,
June
15,
2011
One
of
the
best-‐selling
arFsts
of
all
Fme
with
more
than
30
million
records
and
100
million
singles
sold,
Rihanna
has
signed
a
mulF-‐year
deal
with
The
Barbados
Tourism
Authority
(BTA)
to
exclusively
promote
her
hometown
island
of
Barbados
as
a
tourist
desFnaFon.
The
three-‐year
partnership
officially
kicks
off
in
Bridgetown,
Barbados
on
August
5,
2011
with
a
full-‐length
concert
of
her
current
"Loud"
tour
produced
by
the
BTA
and
Roc
NaFon.
"Barbados
is
a
place
like
no
other
and
one
of
the
reasons
for
this
is
the
spirit
and
naFonal
pride
of
our
people,"
said
Rihanna.
"I
want
each
and
every
visitor
to
this
beauFful
island
to
experience
what
makes
this
desFnaFon
different
from
all
others
and
that
is
the
spirit
and
warmth
of
my
fellow
Barbadians."
As
an
ambassador
for
the
island
of
Barbados,
over
the
next
three
years,
Rihanna
will
exclusively
promote
the
desFnaFon
through
adverFsing
campaigns,
promoFonal
appearances
and
via
her
social
media
presence.
In
addiFon
to
her
concert
in
Barbados
this
summer,
Rihanna
will
promote
travel
to
the
island
from
Brazil
during
her
appearance
on
tour
in
September.
"In
the
hearts
of
every
Barbadian,
Rihanna
is
known
as
the
girl
down
the
road,
but
to
the
world
she
has
become
a
musical
sensaFon
and
social
phenomenon,"
said
Barbados'
Minister
of
Tourism,
the
Hon.
Richard
L.
Sealy.
"She
is
a
great
source
of
naFonal
pride
to
Barbados
and
we
are
thrilled
to
enter
into
this
formal
partnership
to
promote
Barbados
as
a
leading
tourist
desFnaFon.”
Research
Generated
from
Post
Concert
August
5,
2011:
An
esFmated
total
of
$21
million
was
spent
by
the
visitors
who
a[ended
the
Rihanna
Concert
during
their
enFre
stay
on
the
island.
European
visitors
were
the
largest
spenders,
accounFng
for
53%
of
the
total
expenditure,
spending
US$11
million,
almost
twice
as
much
as
the
North
American
visitors
who
spent
US$5.7
million
(27%
of
total
expenditure).
Visitors
from
other
countries
accounted
for
the
remaining
20%
of
total
expenditure,
spending
US$4.3
million,
therefore
consFtuFng
the
smallest
share
.
It
has
been
shown
that
just
under
13,000
visitors
to
Barbados
during
the
survey
period
a[ended
the
Rihanna
LOUD
Concert.
However,
less
than
4,000
travelled
to
the
country
specifically
for
this
purpose.
US
visitors
comprised
the
largest
group
of
patrons,
while
Canada
and
European
countries
(apart
from
the
UK)
were
the
least
represented.
AddiFonally,
this
concert
received
one
of
the
highest
“excellent”
raFngs
in
terms
of
value
for
money,
receiving
impressive
value-‐for-‐money
index
raFngs
from
visitors
from
all
markets,
especially
the
US
and
Europe
(non-‐inclusive
of
the
UK).
