Navigate through crises
We build robust crisis strategies to protect and enhance your reputation. We provide emergency planning, media outreach, spokesperson training and brand management, making sure you are ready when a crisis strikes.
- Understand the principles and importance of effective crisis communication
- Identify potential crises and develop a proactive crisis communication plan.
- Develop skills for crafting clear, timely, and empathetic messages
- Practise interacting with traditional and social media during a crisis
- Understand the importance of post-crisis analysis and recovery
Case Studies
COVID-19
Executive Summary
With the onset of the COVID-19 pandemic, Johnson, as head of communication at the Caribbean Tourism Organization, orchestrated a comprehensive and adaptive communication strategy to maintain the Caribbean’s presence in the global tourism market whilst prioritising public health messaging. Through innovative digital campaigns, strategic media engagement, and industry support programmes, the Caribbean was kept at the forefront of potential travellers’ minds during one of tourism’s most challenging periods.
Strategic Response Overview
Initial Crisis Response (Early 2020)
When COVID-19 emerged as a global threat in January 2020, Johnson swiftly developed a comprehensive crisis communications strategy for the Caribbean tourism sector. This foundational document, shared with public health partners, established clear guidelines for media engagement and stakeholder communication throughout different stages of the outbreak.
He also immediately convened meetings of senior tourism executives and public relations agencies to coordinate messaging across member countries, ensuring a unified regional approach to crisis communication, media monitoring, and incident reporting.
The #CaribbeanDreaming Campaign
The flagship social media campaign launched with the central message: “We encourage you to remain home at present, but we are ready to welcome you when it’s safe to travel again.” This carefully crafted positioning acknowledged the immediate health crisis whilst maintaining the Caribbean’s aspirational appeal.
The campaign, which received over 50,000 mentions on social media, featured:
- User-generated content showcasing Caribbean destinations
- Strategic hashtag deployment (#CaribbeanDreaming, later expanded to include #WeMissU2)
- Coordinated content sharing across member countries
- Evolving messaging that adapted to changing travel restrictions
As countries began reopening, the campaign messaging evolved to include “We’re closer to home than you think,” demonstrating the strategy’s adaptability to changing circumstances.
Comprehensive Podcast Series
Recognising the need for authoritative information during uncertain times, Johnson launched an educational podcast series featuring interviews with industry experts and thought leaders. The programme addressed critical topics including:
- Workplace adaptation: Managing remote work during the crisis
- Consumer confidence: Strategies for rebuilding trust in travel
- Sector recovery: How accommodation and airline industries would emerge
- Regional response: How the Caribbean contained the virus
- Future planning: Strategic considerations for stronger post-pandemic recovery
Impact metrics: The podcasts attracted a diverse global audience spanning North America, the Caribbean, Europe, Africa, Asia, and Australia.
Digital Engagement Programmes
Caribbean Tourism Month Initiative
During the critical period of November 2020, Johnson coordinated “The Caribbean Awaits” campaign, featuring:
- Live virtual demonstrations by regional mixologists and chefs, cultural presentations, entertainment and more
- A travel advisers’ webinar, reaching some 150 professionals globally
- Social media campaigns maintaining regional visibility
- On average over 10,000 viewers per event across multiple streaming events
Industry Support Webinars
In addition, targeted educational sessions were organised, including:
- “Supercharging Your Video Marketing” digital marketing masterclass
- Crisis communications training specifically for hurricane season
- Recovery planning forums with international lending agencies
- Sector-specific guidance for boutique properties and ground operators
Media Relations and Coverage
Johnson’s strategic media engagement resulted in significant coverage improvements:
- In the first quarter of 2021 along: 1,168 articles about the CTO and
- Media reach: 27.4 million
Campaign Evolution and Adaptability
The communications strategy demonstrated remarkable adaptability:
Phase 1 (Early 2020): Focus on safety messaging and “stay home” guidance Phase 2 (Mid-2020): Transition to “we’re preparing” and “we miss you” messaging Phase 3 (2021): “Welcome back” and recovery-focused communications Phase 4 (Late 2021): #CaribbeanComeback campaign celebrating regional resilience
Strategic Partnerships and Collaborations
Johnson leveraged strategic partnerships to amplify campaign reach:
- Political engagement: Facilitated discussions with diaspora leaders including US Congresswoman Yvette Clarke
- Industry alliances: Coordinated with major carriers, hotel groups, and tour operators
- Regional cooperation: Worked closely with Caribbean Public Health Agency and member tourism boards
Innovation in Virtual Programming
Recognising travel restrictions’ impact on traditional marketing approaches, he pioneered virtual engagement:
- Facebook Live demonstrations and discussions
- One-on-one discussions with industry executives (American Airlines, Royal Caribbean, British Airways)
- “Plain Speaking” sessions with tourism ministers
- Virtual media marketplaces and trade events
Campaign Impact and Legacy
Quantifiable Results
- Social media reach: Maintained consistent engagement during travel restrictions. Conservative earned media value estimate range from US$500,000–US$1M
- Media coverage: Sustained international attention despite reduced travel activity. Conservative EMV estimates of traditional media coverage range from $2M–$5M
- Industry support: Provided crucial information and networking opportunities for tourism operators
- Brand positioning: Successfully maintained Caribbean’s desirability for post-pandemic travel
Strategic Innovation
The campaign demonstrated several innovative approaches:
- Proactive messaging evolution: Adapted content strategy to match changing travel conditions
- Multi-platform integration: Coordinated traditional and social media for maximum impact
- Educational focus: Provided value beyond promotional content
- Community building: Created platforms for industry knowledge sharing and support
Conclusion
Johnson’s strategic communications response to COVID-19 exemplified crisis communications best practice whilst maintaining the Caribbean’s competitive position in global tourism markets. Through adaptive messaging, innovative digital engagement, and comprehensive stakeholder support, he positioned the region for stronger recovery.
The campaign’s success lay in its balance of public health responsibility with destination marketing objectives, creating a template for crisis communications in the tourism sector that prioritised both safety and economic recovery.
Hurricanes Irma, Maria & Dorian
A number of Caribbean destinations faced unprecedented devastation from Hurricanes Irma and Maria (2017) and Hurricane Dorian (2019). These storms severely impacted multiple member countries of the Caribbean Tourism Organization (CTO). Guiding the region’s communication response Johnson’s strategic leadership ensured transparent information flow, global media engagement, and proactive recovery planning.
2017: Hurricanes Irma and Maria
Immediate Response & Information Dissemination
Johnson spearheaded rapid, coordinated communications:
- Real-time Updates via social media, email blasts and the CTO. These covered infrastructure status (airports, ports, utilities), hotel damage assessments, and relief efforts.
- Media Engagement: Hosted press conferences during events like the State of the Tourism Industry Conference (SOTIC 2017), where tourism ministers, commissioners and directors from affected countries shared recovery progress. Online briefings kept global partners, including UK tour operators, informed.
Key Tactics
- Unified Messaging: Collaborated with the Caribbean Hotel & Tourism Association (CHTA) for consistent updates.
- Transparency: Provided granular data (e.g., hotel reopening timelines, airline resumptions) to combat misinformation.
- Global Reach: Leveraged media contacts to secure extensive coverage, emphasising regional resilience.
2019: Hurricane Dorian
Targeted Crisis Management
When Dorian struck The Bahamas (Grand Bahama, Abaco), Johnson refined the strategy:
- Nuanced Geography Messaging highlighting that the Bahamas spans 700 islands, with many unaffected and open for tourism.
- Focused Media Outreach: Coordinated with the Bahamas Ministry of Tourism to direct attention to operational destinations (e.g., Nassau).
Proactive Planning for Future Crises
Johnson institutionalised hurricane communication protocols:
- Annual Plans: Developed comprehensive frameworks outlining pre-storm alerts, real-time updates, and post-storm recovery narratives.
- COVID-19 Adaptation: The 2020 plan integrated pandemic challenges, using virtual tools for multi-agency coordination. Initiatives like “Hurricanes & a Little Geography” educated audiences on regional diversity.
- Capacity Building: Conducted webinars for member countries on crisis communications and resource logistics.
Outcomes
- Global Coverage: Consistent, credible updates resulted in informed reporting across international media.
- Stakeholder Confidence: Tourism partners praised the CTO’s transparency, aiding recovery bookings.
- Resilience Narrative: Positioned the Caribbean as proactive and united (“One Sea, One Voice, One Caribbean”).
Conclusion
Johnson’s leadership transformed the CTO into a pivotal crisis information hub. His strategies—rapid dissemination, media diplomacy, and future-focused planning—mitigated tourism losses and underscored the region’s resilience. The integration of COVID-19 complexities into the 2020 and 2021 hurricane plans further demonstrated adaptability, solidifying the CTO’s role in sustainable tourism crisis management.
An analysis of traditional and social media coverage of the CTO and regional partners’ efforts during Hurricanes Irma (2017), Maria (2017), and Dorian (2019), reveals an estimated earned media valueUS$4.5–US$5 million. This encompasses media coverage, social engagement, and recovery campaign visibility.
We positions ourselves at the centre of unfolding events, providing strategic crisis communication that enables organisations to navigate complex scenarios with confidence. Our approach combines proactive preparation with real-time management that protects reputation whilst building trust with key stakeholders. We transform potentially damaging situations through decisive, precise communications when uncertainty is at its peak.