Reflecting on my journey with the Barbados Food and Rum Festival
How I used public relations to dominate the international festival market and win awards as the lead for the Festival 2022-24
Last night we concluded the 2024 season of the Barbados Food and Rum Festival in a grand showcase of opulence and culinary excellence. Scrolling through the timelines and seeing the media coverage of everyone enjoying themselves, I started to reflect on my journey with the Barbados Food and Rum Festival, from 2022 until now. And it has been an incredible journey—one that has challenged me, inspired me, and left a lasting impact on my career. As I look back on these past three years, I can’t help but feel an overwhelming sense of pride for what we accomplished, and immense gratitude for the opportunity to lead such a remarkable team.
A Festival Revitalized
The Barbados Food and Rum Festival has always been a favourite of mine, and when I was asked to serve as Festival Director, I knew there was so much potential to elevate its international presence and further strengthen Barbados’ standing as a culinary destination. It was an honour to advance the festival and drive demand on a global scale, especially after the COVID-hiatus.
One of our biggest achievements was increasing international visitor participation to 40%, particularly from the US and the Caribbean. This was no small feat, and it took careful planning and a focused PR strategy to not only highlight the festival’s unique offerings but also position it as a must-attend event on the global culinary calendar.
Expanding the Festival Experience
A key element of our success was expanding the festival with new, diverse events that showcased the best of Barbados’ food and rum culture. From the high-energy Rise & Rum breakfast beach party, to the immsersive Rum Route, and the educational Culture of Cuisine talks, we curated experiences that appealed to a wide range of audiences. These events were not just about adding more to the calendar—they were about creating moments that resonated with both Bajans and visitors to the island.
Additionally, under the new theme 'Feed the Future', we launched a chef development programme, the Jr. Chef Cook Off Competition, to nurture the next generation of Barbadian culinary talent. This initiative, along with the development of a high-quality web TV series that is soon to been licensed by a distributor, ensured that we were not only celebrating our culinary heritage today but investing in the future. Haven't seen it yet? All the episodes are live here: Jr. Chef 2024 Web Series.
Building the Brand
One of my proudest moments was working with our overseas teams to help the Barbados Food and Rum Festival brand further evolve the global space. Through a reimagined public relations strategy, we engaged new demographics, built international partnerships with key players like Condé Nast, and executed a dynamic social media campaign that increased our online audience by over 200%. Our aggressive approach paid off, with this year's events selling out as early as four weeks prior to the festival, and our website garnering over 100,000 unique visitors per season.
Winning on the World Stage
Beyond meeting our targets and delivering an unforgettable experience for patrons, our work was validated on the international stage. In 2023 and 2024, the Barbados Food and Rum Festival was named the Caribbean’s Best Culinary Festival by the World Culinary Awards in Dubai—a first for the festival and a major achievement for the team.
A Personal Note of Gratitude
None of this would have been possible without the incredible support of my team, the sponsors, and our partners. It’s been a privilege to lead this festival and contribute to something that not only showcases the best of Barbados but also strengthens our cultural identity and economic landscape.
As I sign off as Festival Director, I am so proud of the fact that we’ve created a legacy that will carry the festival forward. We’ve built a brand that people trust, look forward to, and celebrate. What more can a girl ask for?
Thank you for everything, and I’ll always cherish the memories and milestones we’ve achieved together. Cheers to making history in style!
✌🏾 Your fave Festival Director,
Aprille
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