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THE PROJECT
In The Bahamas, a country dependent on tourism for its very survival, the largest city was shut down tight one day a week. Diane Phillips needed to ride the see-the-new-Bahamas wave that the coincidental launch of Atlantis and introduction of luxury duty free shopping had stirred. Weekend visitors arrived to find shutters pulled down, doors locked.
OUR ROLE
As executive director of the Bahamas Duty-Free Promotion Board, Phillips was determined to open up the country on Sunday. But The Bahamas Christian Council (BCC) held a firm grip, their fear of losing churchgoers was strong and the country was unaccustomed to Sunday not being a day of church and rest.
THE METHOD
Phillips and team researched, prepared and presented a Cabinet paper showing that of more than 20 countries or states in the region, only The Bahamas remained fully locked down on Sunday. The paper included independent economic benefit calculations, including jobs. She took the campaign to TV, radio, print, inviting BCC leadership to join her in every interview, asking them if they shopped while in Miami on a Sunday and because they were honest, they admitted to Sunday shopping elsewhere. She pointed to all those who already worked on Sunday – police, nurses, security, hotel and restaurant staff, thousands of Bahamians. It did not interfere with their beliefs. Only retail was targeted, was impacting visitor ratings with a threat of cruise itinerary changes.
THE RESULT
In 1993, the law changed. New staff contracts were drawn with great benefits. Grocery stores that had only been allowed to stay open until 10:30 got expanded hours. Luxury duty free shops were open downtown and in tourist areas like Paradise Island. Visitor satisfaction increased. Today, you can buy nearly everything you need on a Sunday.
To this day, Phillips is known as the mother of Sunday shopping when all she wanted was for The Bahamas to retain its competitive edge and not lose business to destinations that had the welcome mat at the front door when Nassau’s shutters were shut.