Digital Strategy

The Atrium at Piarco International Airport.

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The Atrium

The Airports Authority of Trinidad & Tobago has partnered with Trend Media Group to transform the islands’ airport network to attract a higher number of international passengers and achieve the dream of becoming a logistical hub at the Piarco International Airport, The Atrium.

Client Challenges:

  • AATT needed an innovative solution to engage an under-served audience at airport terminal in Trinidad

Amplify Solution:

  • We built a multimedia lounge outfitted with comfortable seating, charging areas, and WIFI media displays
  • We produced local stories and documentaries to promote the island
  • Created revenue opportunity for client with new and bespoke ad formats featured at the lounge

Next Phase:

  • Maintain monthly content cycles with more local video stories
  • Develop games and interactive digital tools to be used exclusively in the lounge

Read more about this partnership here.


Campaign Feature: T&T Restaurant Week and TTFF

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T&T Restaurant Week

tt ResIn September, Trend Media completed a wrap campaign for the Trinidad & Tobago Restaurant week.  Trinidad and Tobago Restaurant week is a ten-day culinary celebration which features the cuisine of local restaurants that create an exclusive menu for the occasion offered to all customers at a fixed price.

The Trend media team was tasked with creating a user friendly digital wrap for the event. This wrap had details on all participating restaurants and their contact information for patrons to make their reservations.  A wrap was a great feature for Restaurant week due to its mobile friendly capabilities that allowed ease of access to patrons while on the go, and it collated all the information in one place.

To view the T&T restaurant week wrap, click here:




T&T Film Festival

tt ffThe Trend Media team also provided a digital wrap for the Trinidad & Tobago Film Festival (TTFF). The TTFF is an annual festival that celebrates films from and about the Caribbean and its diaspora, as well as from world cinema. Additionally, the festival seeks to facilitate the growth of Caribbean cinema by offering industry programmes and industry opportunities.

The wrap created by Trend Media for the TTFF allowed patrons to easily access the film schedule for each day throughout the festival, view film trailers, and provided contact information for the organizers. The easy to navigate and visually appealing wrap made it easy for patrons to access information on the festival, and provided another avenue for the films to be promoted.

To view the wrap for the TTFF, click here:

Content Marketing: Getting it right

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In our last blog post we gave an introduction to content marketing. Now that you know what it is, like any marketing strategy, it is important to implement it correctly to get the desired results.  Here are three tips to get you started on doing content marketing the right way:

  1. Be consistent

Content marketing is a marketing strategy not a marketing campaign, as such, it requires consistency and longevity. This means that creating a blog and making just a few posts or not posting frequently, will be highly unlikely to deliver the required results. Through content marketing, your brand is aiming to build a connection with the audience through constant communication, which requires consistent publication of content to keep the audience engaged. There are different ways through which the content can be delivered: blogging in its various forms such as text, images, and video (vlogging), is one of the more popular ways, while some brands create magazines, e-newsletters, and even TV shows as a part of their content strategy.  Consistency in Content Marketing speaks to the frequency with which the content is published to the audience, not necessarily that the same content must be used. Versatility in the content is recommended, it makes the engagement process interesting, however, while changing the content, the underlying message has to be consistent and this is something that comes from understanding your brand’s value- what is the purpose of your brand other than to sell your product/ service? Creating a good Content strategy-a well thought out approach to how the customer will be engaged throughout the process, is a good way to ensure consistency and help to drive engagement.

  1. Select the right platform

The basis of content marketing is great content, but after creating the content, it is of utmost importance to ensure you are sharing it with your audience through the right medium. For the content to have the highest impact, the audience needs to actually receive it. In creating your content strategy, indicate where your audience is; find out if they are on social media, which social media platform are they using most, are they high consumers of traditional media content and through which medium?   Social media platforms have become easy and convenient ways to engage the audience, but with this method your brand needs to know which segment of the audience is on which platform, and the language of these platforms, in an effort to ensure that the best version of the content to posted. Some content may be geared toward a segment of the audience that are not high users of social media but rather may be avid consumers of traditional media content. For them, you may want to consider which traditional medium they are using the most, and the best time to publish the content to achieve maximum efficiency.

  1. Be clear

In any communication process, if you send a message but the receiver did not understand it then communication did not really occur. The same rule applies to marketing, and more so in content marketing. It’s important not to just post content for posting sake, but to ensure that the content is able to achieve maximum effectiveness, and response from the target audience. To be effective, the content must be communicated clearly (remember content marketing is a conversation), which requires using the right/ relevant language, and making the message as clear as possible. Though you may be telling the same story on multiple platforms, it is important to know and utilize the correct language of each platform. If the language is unfamiliar, the audience may find it difficult to connect to the brand, and the marketing objective would not have been achieved.

Understanding Content Marketing

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pic for blog

What is Content Marketing?

Content Marketing: You have probably heard the term used multiple times in marketing circles but have yet to figure out what this is. Simply put, content marketing is advertising through conversation. It is the creation of original content designed to create an engaging, long-lasting relationship with your customers rather than a one-time ad selling experience through which the customer does not feel engaged. Content marketing answers the question of “what value can my brand create for my customers outside of what I sell?”, and answering that question by producing content to meet that need.

Though we have been met with the age of digital marketing, marketers have still found ways to use traditional tools such as public relations and advertising to reach their target audience. However, it is easy for large segments of a target audience to miss an ad or to choose to ignore a press release, and as such marketers need to find new ways of reaching them. One such way, is through content- compelling, informative, and engaging content, that is meaningful to the audience while still achieving the company’s marketing objective. The aim behind content marketing is to build a rapport with the audience by fulfilling a need for them, and through building the rapport, customers will be more likely to buy into what the brand is selling. It is simply meeting the customer where he/she is and taking them to another level.

How Content Marketing is done

To be able to effectively use content marketing, the first step is to understand your brand and what you stand for. Other than selling your product/ service, what is the overarching aim of your company, what is something the brand truly believes in? Secondly, get to know the audience, what are their interests, their needs, how can your brand meet those needs through content, and get their attention.

After figuring that out, the next step, and arguably one of the most important, is to create great content! The basis of content marketing is the content, the tool through which you will be reaching out to the audience. As a result, emphasis needs to be placed on making the content original, engaging, informative, and relevant to the time, place, and audience.

Because content marketing is a conversation between the brand and their customers, it creates room for the brand to listen to the customers. How are they relating to the content and how is it helping them. Through this conversation, you will find that the customers are helping you to decide what to do next. Think of it as a simple way of getting to know the market without having to do a survey.

Worthwhile benefits for your brand

The versatility that Content Marketing provides is an asset. The content does not have to be just words; it can be video, audio, images, etc. It is really about what the brand is trying to achieve, who the brand is targeting, and the best content to target this audience.

There is a lot going on in the marketing world, brands are increasingly trying to be seen and rise above the noise. The ways in which customers behave are changing. Gone are the days when a brand could put a product/service in front of a customer and they immediately want to buy or use it. Consumer behaviour is changing; they are making more informed buying decisions. As consumer behaviour changes it is only natural that a brand’s marketing behaviour must also change to keep up. Content marketing is a multi-faceted approach that has long lasting benefits, and does not have to cost your brand a fortune to implement. Think of it this way, great content creates a great customer experience, which creates greater returns for your brand.

Learn more from the Founder of the Content Marketing Institute, Joe Pulizzi, here:

Loop reveals brand new studio, with help from Machel Montano

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Machel Montano looks comfortable in front of the camera as he prepares to be the first person to be interviewed at Loop’s new state-of-the-art studio

Machel Montano looks comfortable in front of the camera as he prepares to be the first person to be interviewed at Loop’s new state-of-the-art studio

The studio was opened in fine style by its first interviewee Double M who was in attendance to talk about his new film Bazodee as well as his plans for Carnival 2017.

Montano officially cut the ribbon on the new state-of-the-art studio with Digicel CEO Sacha Thompson, Trend Country Manager Vindra Dhanraj and Trend’s Head of Content Strategy Aine Hegarty.

This new digital space will enable to dramatically increase the creation of engaging and quality video content including features, news, interviews and live broadcasts.

The studio will also be a content generator for Loop parent company Trend Media Group’s clients regionally.

Ceola Belix, Looptt’s Content Manager said: “Trinbagonians are a visual, creative people so it really doesn’t surprise us that our users respond so strongly to our visual content.

“Digital story-telling through video is such a powerful medium for us to communicate the news and reflect on what is really happening in Trinidad and Tobago.

“We are a brand that was born and lives online so the next step for us naturally is to harness the power of live reporting, live debates and live discussion online.

“This studio opens so many doors for us in terms of how we can bring your news to you now and we intend to enter them all.”

Trend’s Head of Content Aine Hegarty added: “The Loop news team was honoured to have Machel Montano officially launch our new Loop studio today.

“We were thrilled that Machel was the first to experience our digital video suite where Loop will continue to pioneer digital story-telling in the Caribbean.

“We have seen an incredible response to video content amongst users in Trinidad and our talented team can’t wait to share exciting new video formats with our 460,000 unique users here.”

The studio will also be used by the Trend team to create engaging video content and solutions for brands and advertisers as the company continues to expand its commercial content services.

Watch Loop’s interview with Machel Montano here:…



Hashtag do’s and dont’s

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The words ‘Selfie’ and ‘Hashtag’ were famously added as new words to the Oxford English Dictionary in June 2014. Since then the use of hashtags has become so prolific its hard to go a day without being bombarded; even outside of social media channels.

There is some ambiguity around how to best use these as a tool so here are some quick Do’s and Don’ts for #hashtagging


  • Keep it short: As a general rule the most effective hashtags consist of one or two key elements such as an event name and year. The longer the hashtag the more complex it become to use and allow people to follow thus narrowing your amplification opportunities. #DoNotStringTooManyWordsTogether

  • Capitalise multi-word hashtags: The longer the message is the more room there is for misreading. The famous example of this is the 2012 hashtag campaign to launch a new Susan Boyle album using#susanalbumparty. If it can be misread, it will be. #DontTakeTheRisk

  • Use already-trending hashtags: This can be a brilliant tool to drive brand awareness and piggy-back on a trending topic… but ensure you are still hashtagging with relevance.

  • Create your own hashtag: Adding your own hashtag to your traditional marketing channels can help build a more holistic association between online and offline marketing efforts. It is a great tool to communicate an intended tone in your marketing materials. An event specific hashtag can be really a very effective way of driving promotion of the event; drive real-time posting and crowd-source images of the event.


  • Over or under-do the number of hashtags: Each social channel has very different rules of engagement for hashtags. The optimum number of hashtags for Twitter it a maximum of two, anything more and engagement drops significantly. Facebook were late to the hashtag party, in early days hashtags were seen to actually lower engagement of a post. That has since improved and, like Twitter, you shouldn’t post more than two hashtags. Instagram take the #award with the highest engagement being gained from a post with a total of eleven hashtags.

  • Don’t overdo it: Its really bad practice to #tag #every #word… you just serve to lose your readers attention.

As with all things digital its important to stay on top of the evolution of these amplification tools and remain relevant, the rules are changing daily.

snapchat image

Did Snapchat pop down in the Caribbean

By | Digital Strategy, Mobile Marketing | One Comment

Were you also disappointed in Snapchat’s Caribbean Passport? Did you too find it underwhelming? Saddle up, reader. You are not alone.

I’m from Trinidad and the fact that I will be forever associated with a community of people who “eat limes” still causes my stomach to turn. Obviously, this is from all the acid that we natives are purported to over-consume. Those abysmal couple of seconds along with the clarion call of social twitterati only prove that the Caribbean is not equipped with a sound understanding of social content and platforms like Snapchat.

Trinidad was not the only island with a lackluster moment in the social spotlight. Barbados, Dominican Republic and others had the ship sail right through their shores without any stories or snaps of note. Brands and agencies across Trinidad (and probably elsewhere) built hype around their planned initiatives and teased its virtual audience with what was to come. And then nothing came. Why?

Snapchat literally gave everyone the ghost because no one understood what the project was about – Authenticity. The truly golden snaps (that were also few and far between) were the ones demonstrating a rounds of All Fours (a Trinbagonian card game), the girl singing on an empty beach in the wee hours of the morning (snap from Dominican Republic), or the traditional dancing demonstrated in full costume at an historic amphitheatre (Puerto Rico). That is what Caribbean Passport was about. For a brand to really pierce through, they only needed to understand that. Maybe if those cards were played with a deck of branded Carib cards? Or, what if those brands were actively using Snapchat from before like those girls in the first few seconds of Trinidad and Tobago’s curated Snaps? The outcome would have been different.

The only “brands” that managed to cut through it all were Jamaica and Trinidad’s Prime Minister, the Honourable Dr. Keith Rowley. If we can’t bring ourselves to see why these are marked successes, then we really need to re-evaluate the severity of our misunderstanding as social-savvy digital natives. Looking back on what was published and shared with the world, we should not be surprised if the Caribbean is still viewed as a retroactive destination, dotted with beaches and a few coconuts, instead of the rich region where successful digital storytelling is highly possible.

Are we really ready to become the next Silicon Valley? Or, are we content with just inviting others to come soak up the sun, sea and sand?

Sour notes aside, we can consider this a social media lesson learned.

Share your opinions below. Would love to chat more on this!