Viya Pre-Launch and Launch

Shifting viewpoints and establishing connection with both the consumer and within the organization.

The Brief

Choice Wireless and Innovative Communications merged to become “Viya”,  creating the largest telecommunications company in the Virgin Islands. MLB Creative was then hired by Viya as their agency of record to launch their new brand.

Innovative Communications, the larger of the two companies (they also provide cable and wired telecom services throughout the territory) was plagued by a perception of years of bad customer service and just bad service in general. Virgin Islanders were concerned that this would only get worse so goodwill needed to be created. Together, as Viya, they needed to change perceptions.

The work

Transition Strategy

Media Buying & PR

Social, Digital & Print Advertising







Inspired by the “O” in the new Viya logo, MLB created a “tasty” non-traditional campaign that involved flying 9,000 fresh Krispy Kreme donuts, which are not found in the Virgin Islands, from Puerto Rico.

Employees from Innovative / Choice Wireless wearing service themed t-shirts like “Donut Worry. Be Happy,” “Treat Yourself. You Deserve it.” and “Hello Sunshine” delivered orange glazed donuts to businesses and active public areas on St. Croix, St. Thomas and St. John.

Each orange frosted treat included a napkin with a cheery greeting and a link to a teaser landing page delivered by happy people in bright, service themed t-shirts.


In addition to delivering donuts we leveraged local radio as part of its broad PR push to drive awareness of what’s happening on-island. Fully aware that not everyone will get to participate in the donut drop, DJs announced that Choice Wireless and Innovative had something else sweet up their sleeve. MLB launched a contest to customize your donut online and share on social media. The person with the most votes for their donut won tickets to a Justin Beiber concert in Puerto Rico.

The outcome brought a huge amount of awareness, joy and happiness both online and within the community, spreading the word that the new Viya brand is all about delivering a fresh and improved customer service experience to the Virgin Islands.

Virgin Islanders still talk about it to this day.


In celebrating the merger of two well-known wireless companies, MLB created a launch campaign that depicted the brands as a warm and friendly couple. They realized they were “better together,” and magically, their shirts transformed to match Viya’s signature brand color.

The launch consisted of TV, Radio, Social, Print and Public Relations.