Turning Policy Change into Opportunity: Passport-Included Campaign Boosts Bookings and Wins Awards
SuperClubs operates all-inclusive resorts across the Caribbean, Panama, and the Dominican Republic, offering vacationers a stress-free, luxury travel experience.
Working as the lead on an agency team, Jenn spearheaded a public relations and revenue-driving campaign that inspired others in the industry to follow suit.
THE CHALLENGE
When the U.S. State Department implemented new passport requirements for travel to the Caribbean, the hospitality industry faced a potential crisis. For many Americans, the cost and process of securing a passport became a barrier to booking vacations. SuperClubs needed to mitigate the impact, reassure travelers, and sustain bookings – all while staying ahead of competitors.
THE APPROACH
We developed and launched a bold campaign that reframed the challenge as a value proposition for travelers. We combined strategic partnerships, media outreach, and promotional events to incentivize bookings and reinforce brand leadership.
WHAT WE DID
Compelling Consumer Incentives
Launched the first “Passport Included” promotion in the all-inclusive space, covering travelers’ passport costs to eliminate a major barrier to booking.
Offered chances to win a free SuperClubs vacation to new passport applicants who entered at in-person travel events.
Created exclusive deals in partnership with key travel organizations.
Strategic Partnerships
Teamed up with the Caribbean Tourism Organization (CTO), Spirit Airlines, and regional travel bureaus to amplify messaging and reach high-intent travelers.
Leveraged industry relationships with the Caribbean Hotel Association (CHA) and Jamaica Product Exchange (JPEX) to scale reach and reinforce credibility.
Press + Media Outreach
Developed media materials for travel, consumer, and trade press, securing coverage in The New York Times, USA Today, Dallas Morning News, and The Washington Post.
Positioned SuperClubs’ founder, John Issa, as the innovator and authority on policy change impacts, securing interviews and commentary across outlets.
Engaged directly with editors and producers through 1:1’s and meetings at industry trade shows.
On-the-Ground + Digital Engagement
Co-hosted live events, including appearances at the New York Times Travel Show, to build awareness and encourage direct sign-ups.
Drove digital engagement through online promotions and cross-channel storytelling that reinforced brand innovation.
THE IMPACT
Achieved a 15% increase in bookings at SuperClubs’ six Jamaican properties—while overall U.S. arrivals to Jamaica declined by 10%.
Reached more than 102.5 million consumers through strategic media placements and national broadcast appearances on CNN, MSNBC, and Frommer’s.
Earned top industry recognition:
Gold Adrian Award for Consumer Services in Travel and Tourism/Hospitality
Bronze Anvil Award for excellence in Public Relations
“Our message to our guests is clear: ‘Go out and get your passports and [we] will pay for it…’” - John Issa, executive chairman, SuperClubs.
This campaign turned a looming policy change into an opportunity for leadership and innovation. By combining policy fluency, PR strategy, and consumer insight, Jenn helped SuperClubs not only protect market share - but grow it. It’s a case study in how communications can solve real business challenges and win both customer loyalty and industry acclaim.
