Hon. Kelvin “Shugy” Simon Urges Ministry to Adopt More Creative, Grassroots Approach to Promoting Carnival

Hon. Kelvin Simon is calling on the Ministry of Creative Industries to adopt a more creative, grassroots-driven strategy for promoting Antigua’s Carnival—one that truly differentiates the Summer Festival in an increasingly competitive regional landscape.

Simon noted that regional carnivals are becoming more aggressive and innovative in their promotional tactics. To ensure Antigua and Barbuda stays top-of-mind for travelers, influencers, and culture lovers, he believes the country must shift to authentic, storytelling-based marketing that engages communities and highlights the unique elements of our cultural product.

Higher Returns on Marketing Spend: Practical Suggestions

Simon emphasized that Carnival promotion should deliver a stronger economic return. He recommended:
• Strategic influencer partnerships with Caribbean creatives, soca artists, dancers, and travel content creators to extend reach.
• Create immersive “diaspora hubs” in major markets—turning them into lively ‘Carnival teasers’ that spark anticipation, boost visibility, and drive real ticket sales months before the festival begins.
• Investing more in digital and grassroots media rather than relying primarily on traditional advertising.
• Showcasing behind-the-scenes cultural makers—mas builders, designers, musicians, choreographers—and telling their stories throughout the year.
• Creating viral-ready content that taps into humor, authenticity and everyday community culture.
• A unified branding theme so that every event, ad, and social media post feels cohesive and instantly recognizable.

According to Simon, these approaches would provide greater visibility, higher engagement and a better return on marketing dollars spent.

Unexpected Visibility from Trinidad Carnival Visit
Simon acknowledged that the controversy surrounding his attendance at Trinidad Carnival earlier this year unexpectedly proved beneficial. Viral headlines suggesting he skipped Parliament to attend Carnival propelled him into the spotlight, making him—by accident—a de facto brand influencer for Antigua and Barbuda.

He believes this moment demonstrated how quickly and powerfully Carnival-related stories can travel when leveraged properly.

“The opportunities for visibility and awareness are far greater than what we are currently tapping into,” Simon stated.

Clarifying His Position
Simon expressed disappointment that Culture Minister Hon. Daryl Matthew, during his Budget presentation, mischaracterized his earlier comments as “crying down” Antigua’s Carnival.

He emphasized that his critique was focused solely on improving marketing strategy, not diminishing the festival’s value.

“I love Carnival. I love our culture. I want the world to see what Antigua has to offer. My suggestions were about growing the economic impact, not tearing down something I deeply believe in.”

A Call to Return to the Drawing Board

Simon is urging Minister Matthew and his team to revisit their promotional plan and explore more innovative, people-powered strategies that can bring Antigua and Barbuda Carnival into the global spotlight in a fresh and compelling way.

“Let’s be bold, let’s be creative, and let’s make Carnival work for our people.”