Transcript Invest saint LuciaMedia launch and rebranding ceremony

INVEST SAINT LUCIA
MEDIA LAUNCH AND REBRANDING CEREMONY
Overview of Rebranding Initiative
Transitioning from the National Development
Corporation (NDC) to INVEST SAINT LUCIA
Rebranding Exercise
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Approved by Cabinet in 2009
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Part of Regional IPA initiative; e.g.
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Accords with International IPA trend towards a more investment
oriented mode
GOSL mandates INVEST SAINT LUCIA to focus on:
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Building Saint Lucia’s image as a preferred location for
investors;
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Seeking out and generating new investments in strategic
sectors with high value- added and employment generating
potential; and
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Facilitating local and foreign direct investment by functioning
as a true One Stop Shop for investors.
Refocus complements 2009 corporate
rebranding initiative designed to:
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Alter public and stakeholder perception of the institution
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Reposition to a more proactive ‘investment’ approach
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Operate in harmony with development of “Brand Saint Lucia”
Shifting from passive mode to proactive
Passive
Proactive
 Waiting for investors to come
(facilitation)
 Investment Marketing
(targeting, promotion, project
implementation)
 Asset Management (Land
sales, rental of factory shells
etc.)
 Facilitation (Seamless
approvals process/ Active
business facilitation/After
Care services)
SECTOR Facilitation
(Current)
Tourism
Manufacturing
AgroProcessing
ICT
SECTOR TARGETING
(Proposed)
Tourism
Manufacturing
Other
Services
Sector Targeting
TOURISM
Hotels
Resorts
Restaurants
Theme Parks
High End Shopping Centres
Merchandising (Made in SLU)
Cruise Ports/Marinas
Sector Targeting
MANUFACTURING
Industrial/Construction related
Agro-processing
Furniture
Sector Targeting
OTHER SERVICES
Business Process Outsourcing (BPO)
Reputable Offshore Universities
Cultural Industries/Entertainment
Financial Services
Development of Value Proposition for Brand
Saint Lucia
- Live the Legend
- Investment never looked better
- Expect, Experience, Export the best of Saint Lucia
Invest
Saint Lucia
Selling to Visitors
Selling to Investors
SLTB
Brand Saint Lucia
Text
OPSR/TEPA
Selling Exports
Value Proposition for Brand Saint Lucia
Requires:
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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
Perhaps…
SIMPLY BEAUTIFUL
THANK YOU