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| Deluxe Ocean-View room at St. James Club, Morgan Bay, St. Lucia. |
“Lift Your Senses” is the theme of the Saint Lucia Tourist Board’s new brand campaign. The island’s latest promotional thrust, unveiled late last month at the Caribbean Marketplace in Nassau, Bahamas, aims to capture vacation moments in a fresh, journalistic style.
Designed to evoke an emotional response, the campaign portrays the essence of St. Lucia as an island that lifts visitors’ five senses: sight, taste, hearing, feel and smell. The campaign was created by ISM, the award-winning Boston-based travel and lifestyle marketing firm, in close collaboration with the Saint Lucia Tourist Board.
“From strategy development through to execution, the ‘Lift Your Senses’ campaign truly captures what sets Saint Lucia apart from other Caribbean destinations in a way that we believe will differentiate our island in an extremely crowded competitive set,” said Louis Lewis, the board’s director of tourism.
Presented in a series of vignettes, the campaign brings the reader or viewer closer to the on-island experience through a combination of close-up shots and experiential imagery. Headlines tie each of the five senses to the variety of ways to stay and play on Saint Lucia to reach romance/bridal, family, adventure/dive, yachting and other key markets. Conversation within the body copy ties back to the central idea that Saint Lucia “lifts” all the senses.
The new campaign is being launched with online advertising initially, followed by print placement in major consumer publications and TV ads later in the year.
Hotel Developments
Lewis also detailed newly proposed hotel development and recent hotel improvements that expand Saint Lucia’s product diversity while also increasing room inventory.
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| Latille Falls is one of St. Lucia’s many visual and aural treats |
The latest announcement is that Six Senses will assume management operations of Freedom Bay St. Lucia. Construction of what will become St. Lucia’s first LEED Silver resort will begin in the second quarter of this year with completion in two years. This marks Six Senses’ first presence in the Americas.
Last December, the Jalousie Plantation completed its rebranding as Sugar Beach, a Viceroy Resort, with extensive additions and renovations that exceeded $100 million. The project included 59 new Luxury Villas, new restaurant, bar, Luxury Beachfront Bungalows and renovations to The Palm Court Lounge, Rainforest Spa and 11 Luxury Sugar Mill Rooms.
Among other recent hotel news, Elite Island Resorts relaunched the St. James Club, Morgan Bay in November. Renovations included swimming pools, upgrades to bar areas, new decor and installation of flat-screen TVs in all 310 guest rooms and suites.