Case Studies

Drowned Island Challenge: The Tourist-to-Competitor Funnel

  • Client / Subject: Drowned Island Challenge (Anegada, BVI)
  • Overview: Launching a brand-new niche sports event posed a severe organic search limitation due to negligible brand name awareness (10–15 searches/month). Broadsword developed a destination-first SEO acquisition strategy to drive qualified traffic with zero ad spend.
  • Key Strategy & Tactics:
    ⚬ Targeted high-intent travel queries like "Things to do in Anegada" (100–200 searches/month) instead of low-volume event keywords.
    ⚬ Launched utility destination guides (/visiting-anegada/ and /getting-to-anegada/) providing genuine travel and logistics advice.
    ⚬ Natively integrated event promos (e.g., vendor discounts on kitesurfing and flights) directly into the destination guides.
  • Impact & Result: Over a 91-day period, the travel pages generated 271 unique organic visitors—accounting for 28.5% of total site traffic—capturing pre-qualified trip planners at $0 media cost.
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Drowned Island Challenge: Event Development & Management

  • Client / Subject: Drowned Island Challenge (Anegada, BVI)

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  • Overview: The Drowned Island Challenge is a premier two-day multi-sport event in Anegada featuring six total races (running, swimming, and paddleboarding). Developed and managed by Broadsword from inception through its second year, the event leverages Anegada's unique coral atoll terrain to attract active travelers and competitive athletes.
  • Key Strategy & Tactics:
    ⚬ End-to-End Event Operations: Broadsword directed the full project lifecycle, including custom scoring methodology, real-time tracking, course setup, and local partnerships with Horizon Yacht Charters and Tommy Gaunt Kitesurfing.
    ⚬ Brand Identity & Engagement: Developed the event's visual identity, including Anegada-inspired pink branding, custom wooden trophies, and signature wildlife mascots (Fergus the Flamingo and Pablo the Pelican).
    ⚬ Omnichannel & SEO Marketing: Managed year-round digital strategy via Meta ads, email lead nurture, Google Business Profile optimization, and dedicated destination content (/visiting-anegada/ and /how-to-reach-anegada/).
  • Impact & Result: Successfully established a signature Caribbean multi-sport event that continues to grow year-over-year, driving pre-qualified organic traffic and handling all end-to-end logistics, branding, and race execution.
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Irma: A Crisis In Communication

Client / Subject: Nanny Cay Marina & Resort (Post-Hurricane Irma Communications)

 

  • Overview: In September 2017, Category 5 Hurricane Irma devastated the British Virgin Islands, destroying power grids, cell towers, and traditional communication channels. Amid intense international media coverage portraying total destruction, Broadsword executed an emergency, ground-level crisis communications plan.
  • Key Strategy & Tactics:
    ⚬ Established consistent updates via Facebook and the Nanny Cay website to deliver factual progress reports despite intermittent connectivity.
    ⚬ Shifted narrative focus from devastation to recovery, highlighting infrastructure repair, fuel/water restoration, and vessel salvaged efforts to reassure boat owners and stakeholders.
  • Impact & Result: Successfully countered "all is lost" international press coverage with positive, realistic local updates, facilitating rapid recovery communications and business continuity for one of the BVI’s premier maritime hubs.
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BVI's First Multi-Day Virtual Event

  • Client / Subject: BVI Charter Yacht Society (CYS)

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  • Overview: Faced with travel restrictions that prevented charter yachts and international brokers from attending the annual Fall Charter Yacht Show, Broadsword designed and produced a live, three-day virtual boat show.
  • Key Strategy & Tactics:
    ⚬ Built a custom, password-protected streaming web platform to bypass standard, multi-link video calls.
    ⚬ Delivered 16 hours of broadcast-quality live streaming featuring multi-camera studio setups, live yacht walkthroughs, pre-recorded tours, and interactive Q&A sessions.
    ⚬ Incorporated engagement segments like live charity appearances, cocktail competitions, virtual vendor nights, and on-demand replay pages for each yacht.
  • Impact & Result: Successfully connected global brokers with BVI crewed yachts, delivering high praise from attendees and CYS leadership while establishing a scalable, virtual-event blueprint.
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