Saint Lucia Tourist Board bills island as ‘rare’ in brand relaunch

The Saint Lucia Tourist Board has unveiled its global brand relaunch – positioning the Caribbean island nation as ‘rare’.

Inspiration for the relaunch comes from the natural attractions and cultural heritage on island, making a bold departure from previous communications.

The announcement was made at the tourist board’s sixth annual showcase, which took place in Berkshire and was attended by 150 UK travel trade partners including travel agents,  tour operators and airlines.

The brand relaunch has been done in collaboration with New York agency Translation, who have worked with Apple and music superstar Jay-Z. It will be rolled out as the Tourist Board transitions to a Tourism Authority by 2018.

Agnes Francis, executive chair of the Saint Lucia Tourist Board said: “At a time when we have seen the devastating impact of Hurricanes Irma and Maria on some of our sister islands, we are offering them our full support in their recovery.  When we launch our new campaign, we will continue to work with our travel partners to contribute to the promotion of the Caribbean region as most of our economies rely heavily on tourism.

“We are thrilled with our new positioning. Its creativity allows us to show what’s truly different about our island.  Our ultimate aim is to make the holiday experience in Saint Lucia memorable and meaningful.”

Saint Lucia’s Minister of Tourism Dominic Fedee attended the event and confirmed plans for 2,000 new rooms to be built on the island in the next four years. He said: “With world-renowned hospitality brands such as Ritz-Carlton, Fairmont and Hilton committing to investing in Saint Lucia with new developments, along with Sandals creating a fourth resort, this shows the strength of what our island has to offer.

He said Saint Lucia, which recorded a 8.9% year-on-year rise in stay-over arrivals worldwide and 6% increase in UK holidaymakers, would also look to capitalise on village tourism.

Share article

View Comments

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.