1 / 27

Louis E A Lewis Director of Tourism Saint Lucia Tourist Board

Brand Saint Lucia. Louis E A Lewis Director of Tourism Saint Lucia Tourist Board. The New Landscape. Shifting Opportunities. New Economic Challenges. Growing Competition. Our Challenge. How do we better compete? How do we differentiate? What will be our focus?. Our Answer.

argus
Download Presentation

Louis E A Lewis Director of Tourism Saint Lucia Tourist Board

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Brand Saint Lucia Louis E A Lewis Director of Tourism Saint Lucia Tourist Board

  2. The New Landscape ShiftingOpportunities New Economic Challenges Growing Competition

  3. Our Challenge How do we better compete? How do we differentiate? What will be our focus?

  4. OurAnswer A source of economic value Rally and empower citizens Build global competitive advantage Redress stereotypes and cliches COUNTRY BRAND A source of differentiation Enable and/or endorse change Attract talent & investment

  5. Addressing Many Audiences Tourism Business Citizens Investment COUNTRY BRAND Ministries Exports

  6. Our World-Class Branding Partner

  7. With Offices in 24 Countries to Ensure a Global Perspective HamburgLondonMadridMilanMoscowParisRome Abu Dhabi Dubai BeijingHong KongKuala LumpurMelbourneSydneyShanghaiSingaporeTokyo New YorkToronto Buenos AiresCaracasMexico CitySantiago de ChileSão Paulo

  8. FutureBrand’s Extensive Destination Experience ECONOMICDEVELOPMENT ENGINES ICONIC COMMUNITIES CITY & COUNTRY BRANDING BRANDED EXPORTS ICONS

  9. Pioneers in Country Branding

  10. The Opportunity for Saint Lucia From To

  11. 1 3 2 Our Process Assessment Strategy Design Competitive Review Local & GlobalInterviews Business & BrandPrioritization Brand Attributes Brand Strategy Brand Implications Brand Identity Design System Graphic Standards

  12. Our Brand Attributes Functional Emotional Natural Welcoming Beautiful • Lush • Boutique • Mosaic • Genuine Diverse Abundant Engaging Idyllic Blissful Upscale Warmhearted Special Authentic Real Intimate Bountiful Friendly Festive Unspoiled Alluring Panoramic Romantic Striking Multifaceted Iconic Melodious Premium Sensory Vibrant Illuminated Colorful Surprising Exotic Vivid Safe Relaxing Accommodating Charming Bright

  13. Elaborating on the Brand Attributes Lush Boutique Mosaic Genuine Lush is beautiful, abundant, vibrant Boutique is upscale, special, intimate Mosaic is diverse, engaging, colourful Genuine is warm-hearted, authentic, real

  14. Elaborating on the Brand Attributes Core Brand Assets Core Components Brand Platform Boutique Mosaic Lush Genuine Diverse Range of Experiences Premium Oriented Beckoning discerning travelers and investors who seek out rare and genuine experiences and opportunities Support and Proof Points Differentiating Elements Essence

  15. A Strong Platform Discerning This brand positioning allows St. Lucia to extend and build the idea of Discerning around many potential assets and become a destination for those who appreciate and seek special and distinct things. Investment Education Agriculture Crafts Food Entertainment Resorts/Lodging Events People Culture Nature Topography History

  16. EstablishedBrands Premium Amenities Rare Indelible Components of Discerning The Discerning brand strategy must leverage the uniqueness of Saint Lucia • Many of the elements and offerings that make up St. Lucia are distinct, limited in size and boutique in orientation (small hotels, specialty restaurants, rainforest, etc.) The intriguing aspect of the country’s culture, history and nature will be emphasized The well-known upscale brands and events that are part of the St. Lucia experience will be promoted Golf, Marina, Yachting and premium pleasures will also be clearly linked with St. Lucia

  17. Rare Indelible Genuine Evocative Requirements of Our Identity Our new brand identity should reinforce the strategic foundation The identity should leverage Saint Lucia’s iconic features, and reinforce the nation’s uniqueness The identity should be memorable, iconic and ownable The identity should reflect our citizens and build on the pride and passion of our nation The identity should evoke the exotic and vivid experiences of Saint Lucia

  18. Leverage Icons Unique to Saint Lucia

  19. Build on a Symbol of a Proud Nation

  20. Several Country Brands Do Not Use Taglines

  21. Tagline Used with Identity Tagline UsedSeparately Tagline UsedInconsistently NoTagline Country Brands Use Taglines in Different Ways, If at All “Fiji Me” “The True Experience” “A Symphony for the Senses” “The Natural Choice”

  22. Next Steps Today Tomorrow Future • Current state • New brand • Developing Tag Line • Broad Consultation • Develop Creative and Promotional Materials • Near term • Work with co-branding partners • Invest Saint Lucia • Pinnacle • OPSR • Create key Tourism initiatives centered around the Tag Line • Product Development • Long term • Continuous review

  23. Thank You.

More Related