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News from the Caribbean as of
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New brand for Dominica
Tuesday, October 3, 2006
by Malaika Laurent
Caribbean Net News Dominica Correspondent
Email: malaika@caribbeannetnews.com
ROSEAU, Dominica: Dominica, as a practical destination for nature enthusiasts, has been re-branded by the Ministry of Tourism, with a bold new logo and tagline, ‘Defy the Everyday, The Nature Island of Dominica.’
Officials from the Ministry of Tourism say that although the new tagline may be perceived as a negative, it will appeal to the audience that they are targeting.
“Re-branding cannot just be restricted to design a logo and coming up with a fancy tagline, it has to relate to who is your target market, and that’s the research component,” Tourism Minister Yvor Nassief said, adding that the tagline will differentiate the island from some of its main competitors.
Nassief said that although Dominica has never had a logo before, the phrase that was associated with marketing the country ‘The Nature Island of the Caribbean’ was too passive, and the word Caribbean was deliberately removed.
“The word Caribbean was not incorporated into either the logo or tagline since consumer research tells us that most travellers to Dominica are not seeking the typical Caribbean destination.
“Defy the everyday means challenge the ordinary, defy the commonplace. There’s nothing mundane about this experience, it’s a call to action,” Mr Nassief said.
It was also felt that Dominica did not fit in as a typical sun, sea and sand Caribbean destination and could possibly turn off a potential visitor who sees it as such.
The American company contracted to design the new logo and tagline conducted research to determine who the typical visitor to Dominica is; and came up with a person who is described as a life enthusiast, seeking physical, mental and spiritual wellness alongside nature.
Nassief said that the Ministry is not seeking a mass market for tourism growth, but rather, a niche sufficient enough to stay over arrivals growth in a healthy and consistent approach.
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