A gloomy night in Mississauga Tuesday couldn’t have proved better for sunny St. Kitts and Nevis to reveal its new branding to a Canadian trade audience. The timing of the reveal was more reflective of the past pandemic and coming winter travel season than Canadian rain, St. Kitts Tourism Authority CEO Ellison “Tommy” Thompson told Travel Industry Today, but the weather certainly didn’t hurt.
Indeed, the new St. Kitts brand, revealed to an exclusive audience of Tripcentral.ca travel agents and Air Canada Vacations partners at Capra’s in Port Credit, is titled “Venture Deeper” and invites visitors to engage in vibrant Kittitian and Nevisian culture beyond the islands’ ever-present sun, sand, and sea bona fides.
The new campaign builds on the distinct characteristics of the two-island federation, while introducing elements of introspective self-discovery and intentions that speak to the purpose-driven goals of today’s travellers.
“St. Kitts is relatively new to tourism, only focusing efforts and resources to tourism within the last 20 years. This gives our island a very different ethos in the Caribbean,” says Thompson. “We are contemplative, nostalgic, and soulful. We appeal to intrepid travellers eager to explore, to learn, and immerse themselves fully in a new experience. There are many layers to peel back when exploring St. Kitts, and we are excited that the campaign showcases this unique positioning to the world.”
Deputy CEO of the tourism authority Melnicia Marshall added, “Our goal is to diversify our services and (invite) visitors to immerse themselves in our culture, eat our food, engage in our traditions…”
Event guests got a taste of the campaign with the cooking of celebrity chef Massimo Capra, who served some St. Kitts-inspired dishes among his dinner choices.
“The campaign is meant to ignite a full sensory experience and our vibrant culinary scene is a way for Canadians to fully immerse themselves in our authentic island experience and savour our destination through food and drink,” said Thompson. “We know that Canadians are huge foodies, so we recognize that highlighting our restaurants, chefs and unique dining experiences is a way to introduce and build brand awareness for St. Kitts in Canada – it’s the entry point to create that conversation.”
To that end, the tourism authority has released culinary, cocktail and restaurant guides to the West Indies islands, plus introduced a “rummelier” in-destination program for visitors to learn about sugar plantation history and even have a chance to make their own “hooch.”
The latter experience is one of a host of authentic activities for tourists to try, along with hiking, diving, catamaran tours, and eco adventures.
More specifically, the tourism authority recommends:
• Hike the rim of the dormant volcanic crater at Mount Liamuiga with a local guide
• Learn about the flora and fauna of the Central Forest Reserve National Park
• Delve into the complex history of Brimstone Hill, a UNESCO World Heritage Site
• Explore the art of textile design at Caribelle Batik and Romney Manor
• Cross the remaining sugar cane fields all over the island on the last railway in the Caribbean
• Relax on the golden-toned, salt-and-pepper or black volcanic sand beaches
• Take in colourful Carnival (Dec. 23-Jan. 4, 2023) or the renowned annual Music Festival (June 23-25, 2023), and
• Dive exceptional shipwrecks (the islands were recently named the leading dive destination at the 2022 World Travel Awards).
Canadians tend to stay on one island, but visit both, Thompson added, noting that direct air service by Air Canada Rouge to St. Kitts resumes on Saturdays in November, continuing through April.
As for the new branding, the updated aesthetic comes from the island itself, featuring a colour palette of soft, muted, earthy tones, including deep green and pastel pink inspired by the destination’s luscious rainforest, beautiful beaches, and stunning sunsets.
The “Venture Deeper” visual assets capture authentic moments with a vintage feel. The campaign includes visual assets and written content, including a storytelling component designed to draw viewers into the tourism authority’s website and social media and digital channels.
Deputy CEO Marshall noted that all COVID arrival protocols for visitors were rescinded in August and that islands are “open for business” with all hotels and island tours operating at full capacity.
An island-wide promotion is also currently offering various discounts and incentives, such as free hotel nights, F&B credits, and value cards.
Thompson urged visitors to continue to fill out the requisite immigration form online (rather than upon arrival) to ease the customs experience, but assured that once there, “after an hour you’ll feel you belong!
“St Kitts and Nevis,” he ventured, “is a magical place!”