Barbados_ | Siren Comms_
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Barbados_Tom Aikens, 

a culinary Ambassador

the brief_

To promote Barbados’ position as the culinary capital of the Caribbean, Siren Comms were tasked by Barbados Tourism Marketing Inc. to create a campaign that would build awareness around Barbados’ diverse gastronomy offerings, re-enforce the island’s credentials as a foodie destination and encourage more consumers to travel to the island for Barbados’ Food and Rum Festival.


Delivering a variety of coverage in high profile and on-target media was part of the brief whilst also drawing attention to Barbados’ biggest culinary event – The Barbados Food and Rum Festival.

the approach_

Siren Comms collaborated with world renowned Michelin starred chef Tom Aikens. His passion for boldness and creativity in the kitchen, his love and knowledge for Barbados and its gastronomy and his popularity in the UK made him the perfect match and driver for this campaign.


Siren created a strategic plan that involved Tom Aikens doing media interviews, attending events on behalf of Barbados, including a chef take over at one of Barbados’ leading restaurants Tides during the Barbados Food and Rum Festival.


A range of interviews and appearances at Barbados’ events were planned throughout the year to promote the island’s delicious gastronomy. A range of food, travel and lifestyle publications were targeted as well as across social media channels including Tom Aikens own ones.  

as seen in_

the result_

The collaboration was a resounding success with 38 pieces of coverage across respected titles across travel, food and lifestyle publications that aligned with the Barbados brand. Titles included The Telegraph, Daily Mail Online, National Geographic Traveler and TTG Luxury netting to a media value of £1,314,255 

No. of pieces

Total circulation

Total PR Value (£)