The Cayman Islands debuted a new U.S. advertising campaign this month, titled "Caymankind." The new campaign is one component of a larger brand marketing initiative to introduce national audiences to the unique spirit of the Cayman Islands. The initiative depicts the Cayman Islands as more than a destination: it is a people, a place and an approach to life that are as unique as they are universal.
The ads capture the beauty, culture, and vibrancy of the Cayman Islands, "evoking a desire to belong to Caymankind. In its essence, the campaign reveals the character of the Cayman Islands as reflected in the smiling, friendly faces visitors will meet," according to a written release.
Caymankind also depicts a way of life – one that is exclusive to the Cayman Islands. It is an "unwritten acknowledgement that things like comfort, community and respect are the most important things any destination can offer," according to a written release.
At the center of the campaign is the Caymankind anthem, which was arranged and recorded locally in Grand Cayman by more than a dozen of the country’s most popular singers and musicians, including a group of talented students from the George Town Primary School. An interactive website allows visitors to explore the various definitions of what it means to be Caymankind.
Caymankind debuted on national cable television in the U.S. on January 17. Broadcasting will be accompanied by placements in target print publications, a dedicated campaign website and a strategic social media plan.