Luxury resorts in Saint Lucia are highly competitive. There are several other properties on island that aggressively fight for the digital and print media share.
Blueliner completed a full analysis of the competition. Blueliner looked at everything from the market, to optimal performance windows, the niches that existed within the market (in both St. Lucia and the Caribbean as a whole), and the fluctuations of interest within those niches throughout the year. Blueliner’s marketing plan was comprised of models in which the resorts were allowed to share digital and traditional media market space with their competitors for particular niches, and alternate niches identified where the resorts could live independently.