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Invest saint Lucia Media launch and rebranding ceremony. Overview of Rebranding Initiative. Transitioning from the National Development Corporation (NDC) to INVEST SAINT LUCIA. Approved by Cabinet in 2009 Part of Regional IPA initiative; e.g.
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Overview of Rebranding Initiative Transitioning from the National Development Corporation (NDC) to INVEST SAINT LUCIA
Approved by Cabinet in 2009 • Part of Regional IPA initiative; e.g. • Accords with International IPA trend towards a more investment oriented mode Rebranding Exercise
Building Saint Lucia’s image as a preferred location for investors; Seeking out and generating new investments in strategic sectors with high value- added and employment generating potential; and Facilitating local and foreign direct investment by functioning as a true One Stop Shop for investors. GOSL mandates INVEST SAINT LUCIA to focus on:
Refocus complements 2009 corporate rebranding initiative designed to: Alter public and stakeholder perception of the institution Reposition to a more proactive ‘investment’ approach Operate in harmony with development of “Brand Saint Lucia”
Shifting from passive mode to proactive • Passive • Waiting for investors to come (facilitation) • Asset Management (Land sales, rental of factory shells etc.) • Proactive • Investment Marketing (targeting, promotion, project implementation) • Facilitation (Seamless approvals process/ Active business facilitation/After Care services)
SECTOR Facilitation • (Current) • Tourism • Manufacturing • Agro-Processing • ICT
SECTOR TARGETING • (Proposed) • Tourism • Manufacturing • Other Services
TOURISM Sector Targeting
MANUFACTURING Sector Targeting
OTHER SERVICES Sector Targeting
Development of Value Proposition for Brand Saint Lucia - Live the Legend - Investment never looked better - Expect, Experience, Export the best of Saint Lucia
Selling to Investors Invest Saint Lucia Selling to Visitors SLTB Brand Saint Lucia Selling Exports OPSR/TEPA Text
Value Proposition for Brand Saint Lucia Requires: Development of a singular national “brand" or identity High Level of National Coordination/Seamless Facilitation Clearly articulated promise re: quality of brand/product Clarity and Consistency of message across agencies, ministries, etc., Well understood and embraced by all sectors Realistic, authentic and distinctive proposal
SIMPLY BEAUTIFUL Perhaps…