IOM Caribbean Launches Rebranding for Geo-tourism Repositioning – Pure Grenada!
Industry: Advertising & Marketing
Rebranding for new Geo-Tourism positioning was created for Pure Grenada by Inglefield/Ogilvy & Mather Caribbean Ltd, the Caribbean arm of Ogilvy Worldwide.
Grenada (PRUnderground) March 2nd, 2014
The tri-island state of Grenada unveiled a new destination brand on Friday 14th February, in a significant move aimed at repositioning the country as a major Geo tourism destination. “We know everyone’s going to love it,” declared Honourable Alexandra Otway-Noel, the island’s Minister of Tourism, Culture and Civil Aviation, when asked why she chose February 14th – Valentine’s Day – for the launch.
At an event attended by more than 100 guests including those from the island’s tourism, diplomatic, corporate and media circles, as well as members of the foreign press. Highlights of the evening included live cultural performances and a special performance of the locally – written song “Welcome Home”, which was used as the soundtrack for the introductory promotional video that revealed the new brand identity.
The Pure Grenada rebranding was created by Inglefield/Ogilvy & Mather Ltd, the Caribbean arm of Ogilvy, the global advertising giant, around a new Geo-Tourism positioning created by Jennifer Ellard-Alexis at Ethical Ideas. Six months of intensive consultation and workshops involving the Ministry of Tourism, Grenada Hotel and Tourism Association, Grenada Tourism Authority and key stakeholders from the tourism sector was led by IOM Chairman Russ Jarman Price, who also took on the role of Chairman of the ‘Re-branding Committee for Grenada’, created by the Hon Alexandra Otway Noel.
” It’s difficult to describe any brand in one word, let alone a country”, said Russ Jarman Price. “It’s not easy to find that one word that encapsulated everything that is beautiful, unspoiled and undiscovered about these three islands but that is what we challenged the attendees at the workshop to do”. Guided by Mr. Jarman Price, one of the local hoteliers also carried out her own workshop prior to the formal workshops with the children from Father Mulligan’s Home and asked the children to describe what Grenada meant to them.
“Out of the mouths of babes” said The Minister for Tourism the Hon Alexandra Otway Noel “for one of the children, 14 year old Jason Frederick found one word that everyone in the workshop unanimously and enthusiastically agreed described our nation solution… Pure”. This simple, powerful, truthful descriptor sits at the very heart of the new identity: Pure Grenada and 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 reflects the island’s deep Amerindian roots and its proud ancestral heritage; whilst still encapsulating the “heart of the nutmeg” which has been the backbone of the island’s trade and exports, hence the island being known as the Isle of Spice.
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 tri-island state, and on the Authority’s brand collateral in local and overseas markets. This is about far more than just a new identity said Russ Jarman Price this is about culture change. Pure is a rallying call for the nation.
Inglefield/Ogilvy & Mather Caribbean Limited is based in Port of Spain, Trinidad. Bringing together two distinct but complementary groups of skills and experience – offering the most comprehensive range of services available under one roof anywhere in the Caribbean. From branded entertainment, branding, advertising, digital, strategy, PR, traditional and guerilla marketing to media management by the globally recognised industry leader, Mindshare.
IOM Caribbean is affiliated with many agencies throughout the Caribbean and Latin America. Our diverse network provides a full range of services to our local, regional and international clients.
www.iomcaribbean.com
For more information contact info@iomcaribbean.com
or call +1 868 625 7006
Learn more about Pure Grenada at the Grenada Tourism Authority website!
About Inglefield/Ogilvy&Mather Caribbean Ltd
Inglefield/Ogilvy & Mather (IOM) Caribbean brings together two distinct but complementary groups of skills and experience – offering the most comprehensive range of services available under one roof anywhere in the Caribbean. From branded entertainment, branding, advertising, digital, strategy, PR, traditional and guerrilla marketing to media management by the globally recognised industry leader, Mindshare.
IOM Caribbean is affiliated with many agencies throughout the Caribbean and Latin America. Our diverse network provides a full range of services to our local, regional and international clients.
