Grenada unveiled a new destination brand on Friday, in a significant move aimed at repositioning the country as a major tourist destination.
More than 100 invited guests from the island’s tourism, diplomatic, corporate, and media circles gathered to witness the unveiling of the island’s new brand identity at a cocktail reception hosted on the patio balcony of the Ministry of Tourism’s offices.
The event was also attended by members of the foreign press. Highlights of the evening included live cultural performances and a special rendition of the locally-written song “Welcome Home,” which was used as the sound track for the introductory video that revealed the new brand.
“We know you are going to love it,” declared Honourable Alexandra Otway-Noel, the island’s Minister of Tourism, Culture and Civil Aviation, when asked why she chose 14 February — Valentine’s Day, for the launch.
The new brand tag-line “Pure Grenada” will form the underpinning for the island’s new marketing focus, positioning the island as “off–the–beaten path,” and a haven for the discerning travel explorer.
The new logo also reflects the island’s deep Amerindian roots and its proud ancestral heritage; while still encapsulating the “heart of the nutmeg” — which has been the back-bone of the island’s trade and exports.
“We struggled to find the one word that encapsulated everything that is beautiful, unspoiled and undiscovered about these three islands — and it took the eyes of a child to see it in its true form — Pure,” explained Russ Jarman Price, Chairman, Inglefield, Ogilvie & Mather, the Caribbean arm of the global advertising giant.
Speaking at the launch, CEO of the Grenada Tourism Authority, Rudy W. Grant indicated that the new brand will be the signature calling-card of the destination going forward, and will be implemented in a phased-rollout across the island and on the Authority’s brand collateral in local and overseas markets. Only six weeks ago, Grenada restructured its marketing and promotion arm into the newly formed Grenada Tourism Authority.
The new mandate includes better positioning to seize new marketing opportunities and to be more adaptable to the dynamic commercial realities of today’s new global tourism and hospitality environment.
In an innovative move, the Minister of Tourism partnered with the Private Sector through the Grenada Hotel and Tourism Association using grant funds provided by Compete Caribbean to re-position the island’s brand identity to more closely align with the core niche sectors that have been identified as target markets. It will also be supported by the Grenada Hotel and Tourism Association, as the private sector strives to live the brand by becoming more sustainable.
In the re-positioning of Grenada’s new brand, the island was extremely fortunate to get the volunteered support of world-class experts in the field — thanks to the leadership of a local sustainable development expert, Jennifer Alexis, of Ethical Ideas who also volunteered her time for several months to make this happen.
Other supporters included Jonathan Tourtellot, Founder and Director of National Geographic’s Centre for Sustainable Destinations and Editor of the National Geographic Traveler Magazine; Martha Honey, Director of the Center for Responsible Travel; and from the Popular TV series ‘Survivorman,’ Laura Bombier, VP Brand Marketing and Social Media; and Wendy Turner, Vice President Productions & CFO , both of Les Stroud Productions.