Saint Lucia announces brand relaunch

The Saint Lucia Tourist Board hosted its sixth annual showcase on 18-22 September 2017 with 150 UK travel trade partners and specialists taking part in the week-long series of events culminating in the Saint Lucia Gala Awards.

To start the annual programme, the Tourist Board unveiled its plans for a global brand relaunch. The new positioning of Saint Lucia as ‘rare’ was created by New York agency Translation, who have worked with Apple and Jay-Z.

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.”

This year’s main Showcase event was held at the Wokefield Estate Hotel in Berkshire, with Radio and Club DJ Trevor Nelson who is of Saint Lucian heritage, hosting the proceedings.

Saint Lucia’s minister of tourism, Dominic Fedee, added: “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. We have also just agreed to support Hotel Chocolat as it expands and builds a chocolate factory on the existing site. It is in the only company in the UK to grow chocolate at its own plantation and we are honoured to be part of their success story.”

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