Digicel does things differently for C2K9

Digicel’s corporate office in Port-of- Spain is bustling with activity. The marketing department is the nucleus of everything carnival and staff are busy putting together the various elements needed for Digicel’s 2K9 Carnival agenda. The Digicel marketing team has crafted a Carnival package that aims to “put customers and the community first”.

Digicel Sponsorship and Public Relations Manager Maurita Laurent explains that “the drive behind Digicel’s involvement in Carnival is commitment to helping build local culture and obviously pride in what the nation is producing.”

“It’s a pretty diverse portfolio, Digicel supports several carnival bands, is heavily involved in fetes across the country, chutney events and of course the signature Digicel Lyrics and Song – a motivational schools tour targeting Secondary school students. Then there is an involvement on a musical level through our endorsees. We’re working with chutney star Ravi B, Soca Queen Destra, and the very talented Kes Dieffenthaller.”

However, the fact that carnival this year is taking place against the backdrop of changing economic times is foremost in the minds of those at Digicel. The company has come up with ways of easing up the pockets of customers and members of the public.

Take for instance Digicel Bounce, a loyalty programme created specifically for Digicel customers that offers discounts on fetes, carnival costumes in the hottest bands and gym memberships. Customers simply text “BOUNCE” to 9000 and will get a text reply with a full listing of current exclusive offers.

Additionally, there is the Top Up and Win competition that started in January where by simply topping up with $50 dollars or more, one lucky Digicel customer will walk away with five thousand dollars every week. This promotion climaxes at the end of February, and one randomly selected grand prize winner will go home with$50,000 cash and a cool down weekend for two in Tobago.

According to Ms. Laurent, “As with any sponsorship that we do, we try to put a different twist on things. If you look at the way we activate our cricket sponsorship, we’re always trying to involve our customers, always trying to give them that extra edge or that advantage.”

She adds: “Digicel remains committed to culture, community and sport and you see that in our activities as we move forward. As soon as Carnival finishes, the English Cricket Team alongside our very own West Indies Team will arrive in TT and Digicel’s focus will shift from the celebration of Carnival to a festival of cricket.”