NASSAU, The Bahamas - The Saint Lucia Tourist Board unveiled a new brand campaign themed, “Lift Your Senses,” at the ongoing Caribbean Marketplace.
The new campaign 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,” says Louis Lewis, director of tourism for the Saint Lucia Tourist Board, in making the announcement.
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 will break this month with online advertising initially followed by print placement in major consumer publications and television to be launched later in the year.
New Hotel Developments Announced
Lewis also detailed newly proposed hotel development and recent hotel improvements which expand St. Lucia’s product diversity while also increasing room inventory. The newest announcement is that Six Senses, the global company with luxury operations in Europe, Asia and Africa, will assume management operations of Freedom Bay St. Lucia, a luxury hotel and spa resort with private residences.
Located in Malgretoute, within a UNESCO World Heritage Site based at the foot of the Pitons in the south-west, construction of what will become St. Lucia’s first LEED Silver resort will begin in the second quarter of 2013 with completion in two years. This marks Six Senses’ first presence in the Americas.
In December of 2012, 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, Beachfront Bungalows and renovations to the Palm Court, Rainforest Spa and 11 luxury Sugar Mill rooms. A new breakfast restaurant and three additional Sugar Beach Residences will open in early 2013.
Among other recent hotel news, Elite Island Resorts relaunched the St. James Club, Morgan Bay, the former Morgan Bay Beach Resort, in November 2012. Renovations included swimming pools, upgrades to bar areas, new décor and installation of flat screen televisions in all 310 guest rooms and suites.
Visit www.stlucianow.com.