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Printed sales collateral that aimed to increase awareness of Saint Lucia and promote the variety of experiences it offers and ultimately increase visitors over the previous year.
There is a perception among consumers that all Caribbean destinations are the same, each offering beautiful white sand beaches and bright turquoise water. The vast majority of the advertising for these destinations supports this perception in a distinct “sea of sameness”—similar messaging, similar imagery. It’s a challenge to stand out among the clutter. While there are many positive aspects to the vacation experience on Saint Lucia, one of the top differentiators is the island’s geographic beauty. Travelers to the island continuously comment on the breathtaking mountainous landscape. Our challenge was to develop a creative approach to telling the Saint Lucia story through a library of printed sales collateral, to build awareness and drive more visitors to the island. Saint Lucia’s breadth of experiences creates a feast for the senses. The main brochure highlights the overall experience: sights of majestic mountains, sounds of local fauna, tastes of island cuisine. A series of smaller pieces cover topics like scuba diving (best spots and local vendors for diving tours), hotels (list of available lodging, services and amenities), island facts (how to get there, local currency), wedding/honeymoon planning and more. Brochures are contained in a printed leaf – designed after local tropical foliage – a distinctive touch compared to competitors. Prior to sales calls, their team can easily customize which brochures to include, ensuring a message relevant to the audience.
Since the launch of the campaign at the start of 2013, visits from the U.S. are up 10% January-June vs. 2012.