Transcript Louis E A Lewis - Invest Saint Lucia

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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
Rally and
empower citizens
A source of
economic value
Build global
competitive
advantage
COUNTRY
BRAND
Redress
stereotypes
and cliches
Enable and/or
endorse change
A source of differentiation
Attract talent
& investment
Addressing Many Audiences
Tourism
Business
COUNTRY
BRAND
Citizens
Ministries
Investment
Exports
Our World-Class Branding Partner
7
With Offices in 24 Countries to
Ensure a Global Perspective
New York
Toronto
Buenos Aires
Caracas
Mexico City
Santiago de Chile
São Paulo
Hamburg
London
Madrid
Milan
Moscow
Paris
Rome
Abu Dhabi
Dubai
Beijing
Hong Kong
Kuala Lumpur
Melbourne
Sydney
Shanghai
Singapore
Tokyo
FutureBrand’s Extensive
Destination Experience
ICONS
ICONIC
COMMUNITIES
BRANDED
EXPORTS
ECONOMIC
DEVELOPMENT
ENGINES
CITY &
COUNTRY
BRANDING
Pioneers in Country Branding
The Opportunity for Saint Lucia
From
To
Limited airlift/
difficulty of getting there
Off the beaten track
Limited development
Small boutique island
Lack of awareness/
prior visitation
Best kept secret
Limited marketing spend
In the know
Our Process
Assessment
Strategy
Design
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2
3
Brand Attributes
Brand Identity
Brand Strategy
Design System
Brand Implications
Graphic Standards
Competitive Review
Local & Global
Interviews
Business & Brand
Prioritization
Our Brand Attributes
Functional
Emotional
Beautiful
Natural
Welcoming
Diverse
Abundant
Engaging
Idyllic
Blissful
Upscale
Warmhearted
Special
Authentic
Lush
Real
Bountiful
Intimate
Friendly
Boutique
Unspoiled
Panoramic
Festive
Alluring
Mosaic
Striking
Iconic
Romantic
Multifaceted
Genuine
Premium
Melodious
Sensory
Vibrant
Illuminated
Colorful
Surprising
Exotic
Vivid
Safe
Accommodating
Bright
Relaxing
Charming
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
Elaborating on the Brand Attributes
Core Brand Assets
Core Components
Brand Platform
Boutique
Mosaic
Lush
Diverse Range of
Experiences
Premium
Oriented
Genuine
Support and
Proof Points
Differentiating
Elements
Beckoning discerning
travelers and investors
who seek out rare and
genuine experiences
and opportunities
Essence
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.
Food
Entertainment
Resorts/
Lodging
Events
People
Culture
Nature
Topography
History
Investment
Education
Agriculture
Crafts
Components of Discerning
The Discerning brand strategy must
leverage the uniqueness of Saint Lucia
Rare
Indelible
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
Established
Brands
The well-known upscale brands and events that are part of the St.
Lucia experience will be promoted
Premium
Amenities
Golf, Marina, Yachting and premium pleasures will also be clearly
linked with St. Lucia
Requirements of Our Identity
Our new brand identity should
reinforce the strategic foundation
Rare
The identity should leverage Saint Lucia’s iconic features,
and reinforce the nation’s uniqueness
Indelible
The identity should be memorable, iconic and ownable
Genuine
The identity should reflect our citizens and build on the pride and
passion of our nation
Evocative
The identity should evoke the exotic and vivid experiences of
Saint Lucia
Leverage Icons Unique to Saint Lucia
Build on a Symbol of a Proud Nation
Several Country Brands Do Not Use Taglines
Country Brands Use Taglines
in Different Ways, If at All
Tagline Used
with Identity
Tagline Used
Separately
“Fiji Me”
“The True Experience”
“A Symphony for the Senses”
“The Natural Choice”
Tagline Used
Inconsistently
No
Tagline
Next Steps
Today
Tomorrow
Future
Current state
Near term
Long term
• New brand
•Work with co-branding
• Continuous review
• Developing Tag Line
•Broad Consultation
•Develop Creative and
Promotional Materials
partners
•Invest Saint Lucia
•Pinnacle
•OPSR
•Create key Tourism initiatives
centered around the Tag Line
•Product Development
Thank You.