The St Vincent and the Grenadines Tourism Authority (SVGTA) is partnering with international news networks and airlines to launch its newly updated destination brand.
Speaking at a media conference in Kingstown on Saturday, SVGTA Chief Executive Officer Shafia London and Public Relations/ Communications Officer Alex Barnwell stated that the brand went on the market on Sunday.
During the briefing, London said the authority secured advertising with Air Canada to display the identity on in-flight screens.
“We have secured strong brand advertising presence globally with Air Canada, so if you sit in an Air Canada plane anywhere across the world, and you look at that screen, SVG, our new identity will be there,” London said, adding that Virgin Atlantic will implement the same campaign from mid-November.
“Any Virgin Atlantic plane that you sit on from November 15…You are going to see destination, this new identity for SVG, being advertised,” London said.
She added that the authority is also in discussions with InterCaribbean Airways to launch a regional campaign targeting travellers within the Caribbean to visit SVG.
“And we are doing so in a revived, a better looking way, with our new identity, and we have even changed our operating models in our source markets to ensure that we are connecting with the right people who bring visitors to our shore,” London said.
She added the authority changed its operating model in the United Kingdom and Canada after receiving approval from its board of directors and the minister of tourism.
“We are now being represented by two agencies, respectively, Palmer and Partners in the UK and Vox,” London said.
She explained that agencies possess travel trade networks required to make the country a competitive destination.
“Because you have to understand. Sometimes we think we know, but there are folks whose doors just open as they step into the room,” London said.
London said these companies will represent the destination in rooms where Vincentians are not present.
“…And we have already secured advertising and editorial visibility with companies like the Independent, the Daily Mail in the U.S and the UK, National Geographic is working with us,” London said.
London said Sailing Weekly and the Associated Press signed agreements with the authority, while Compass Magazine is awaiting the launch of the Marine Paradise platform.
Barnwell, who gave additional information on SVG’s publicity, explained that the authority is working with international partners to manage the transition from the old logo.
“And that change will be managed in stages with the approved assets and practical guidance provided to the people using them,” Barnwell said.
He said many international partners possess materials showing the outdated logo. He said marketing activity must convert brand awareness into visitors based on three promotional pillars: culture and celebration, nature and adventure, and marine paradise.
“So the work, as [the] CEO has said, is very practical and very real, and it’s going to take some time,” Barnwell said.
Barnwell outlined that the priority source markets are the United States, the United Kingdom, and Canada.
“For each market, marketing activity must be connected to the destination story, to the right audience, and the right distribution channel,” he continued.
“…We’ve been putting in 20-hour days for the past couple of months. It’s been very hectic, and we would expect nothing less at this time, and we are not complaining, we quite enjoy it…”
Regisford explained that the authority held conversations with Fox News, the Associated Press, and derivative news networks to secure destination coverage.
“So we have to work with these channels to make sure that they curtail their vernaculars and their propaganda accurately to the way we need it done,” Barnwell said, adding that the rollout must show a clear path from attention to action.
“It’s a good thing to talk, but when do you actually start to see things happening? And under this new dispensation of the tourism authority, I think if you haven’t seen what’s happening, you are absolutely blind,” he added.
Barnwell also said that collaborations are underway between the hotel association, specialty interest groups, and industry stakeholders. He added that the authority submitted a promotional destination reel to Sandals Resorts during the independence celebrations to be played alongside the national anthem. Barnwell continued the authority possesses analytical tools to verify the immediate reach of its social media content.
“There are things happening between our collaborations, between the hotel association, between other specific and specialty and interest groups and stakeholders as well,” Barnwell said.
Barnwell explained that travellers will notice these changes upon arrival.
“…When you sit on an Air Canada plane or a Virgin Atlantic plane, these changes are so real. Action is a must,” he said.