PURE EXCITEMENT AS GRENADA LAUNCHES A NEW DESTINATION BRAND

  • Feb 172014
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PURE EXCITEMENT AS GRENADA LAUNCHES A NEW DESTINATION BRAND

ST. GEORGE’S, GRENADA: Grenada unveiled a new destination brand on Friday, in a significant move aimed at repositioning the country as a major tourist destination.

More than 100 invited guests from the island’s tourism, diplomatic, corporate, and media circles gathered to witness the unveiling of the island’s new brand identity at a cocktail reception hosted on the patio balcony of the Ministry of Tourism’s offices.

The event was also attended by members of the foreign press. Highlights of the evening included live cultural performances and a special rendition of the locally-written song “Welcome Home,” which was used as the sound track for the introductory video that revealed the new brand.

“We know you are 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.

The new brand tag-line “Pure Grenada” 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 also reflects the island’s deep Amerindian roots and its proud ancestral heritage; while still encapsulating the “heart of the nutmeg”—which has been the back-bone of the island’s trade and exports.

“We struggled to find the one word that encapsulated everything that is beautiful, unspoiled and undiscovered about these three islands – and it took the eyes of a child to see it in its true form – Pure,” explained Russ Jarman Price, Chairman, Inglefield, Ogilvy & Mather, the Caribbean arm of  the global advertising giant.

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 island and on the Authority’s brand collateral in local and overseas markets. Only six weeks ago, Grenada restructured its marketing and promotion arm into the newly formed Grenada Tourism Authority. 

The new mandate includes better positioning to seize new marketing opportunities and to be more adaptable to the dynamic commercial realities of today’s new global tourism and hospitality environment.

In an innovative move, the Minister of Tourism partnered with the Private Sector through the Grenada Hotel and Tourism Association using grant funds provided by Compete Caribbean to re-position the island’s brand identity to more closely align with the core niche sectors that have been identified as target markets. It will also be supported by the Grenada Hotel and Tourism Association, as the private sector strives to live the brand by becoming more sustainable.

In the re-positioning of Grenada’s new brand, the island was extremely fortunate to get the volunteered support of world-class experts in the field—thanks to the leadership of a local sustainable development expert, Jennifer Alexis, of Ethical Ideas who also volunteered her time for several months to make this happen.

Other supporters included Jonathan Tourtellot, Founder and Director of National Geographic’s Centre for Sustainable Destinations and Editor of the National Geographic Traveler Magazine; Martha Honey, Director of the Center for Responsible Travel; and from the Popular TV series ‘Survivorman,’ Laura Bombier, VP Brand Marketing and Social Media; and Wendy Turner, Vice President  Productions & CFO , both of Les Stroud Productions.

Grenada Launches Sail Clear - a regional yacht clearance system

  • Apr 092014
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Prickly Bay Marina hosted the Launch of the Implementation of Sailclear in Grenada on Friday, April 4th, 2013.  Welcoming Remarks at this ceremony were given by Mrs. Anita Sutton of the Marine & Yachting Association of Grenada (MAYAG).  Mr. James Pascall, MAYAG’s Vice-President provided historic details leading up to the final implementation of this regional recreational yacht clearance system, and Mr. Donnan Victor, Deputy Comptroller of Customs, spoke about the training received by Customs Officers in order to effectively deliver the system. 

The Grenada Tourism Authority’s (GTA) Director of Marketing – Mr. Sheldon Keens-Douglas delivered some key points regarding the benefits of Sail Clear which included the elimination of yacht clearance hassles for persons visiting Grenada by sea.  “The positive word of mouth marketing generated throughout Grenada’s yachting community will contribute to an overall increase in yachting visitors, yachting business, and generate spin-offs of increased economic benefits.”

The lure of Grenada’s pure sailing experience has already yielded fruit as we welcome new international yachting events during 2014; the Atlantic Odyssey which began in the Canary Islands and ended at the La Phare Bleu Marina in January this year, and the Royal Ocean Racing Club’s (RORC) Atlantic Race, scheduled to depart Lanzarote on November 29th, and end at the Camper & Nicholsons Port Louis Marina in December.  “The GTA pledges its continued commitment to promote operational yachting projects like Sailclear as public/private sector programs worthy of local and regional support”, said Mr. Keens-Douglas. 

All operational aspects of this program, including regional “Train the Trainer” workshops and IT system maintenance, are financially supported by the Caribbean Customs Law Enforcement Council (CCLEC), based in St. Lucia.  MAYAG has provided funds to the tune of approximately EC $ 40 k from the CART Fund, to purchase the computers hosting this system, and which are now housed at Tyrrel Bay in Carriacou; and the Prickly Bay and Le Phare Bleu Marinas in Grenada.

Mrs. Nikoyan Roberts, Nautical Development Manager, Grenada Tourism Authority. 

Contact:  440-2001/2279, Extension # 238

Launch of Annual Carriacou Maroon Music Festival 2014

  • Apr 162014
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Hillsborough Carriacou, April 14 -The Annual Carriacou Maroon Music Festival was launched on Friday April 11th, 2014 at the conference room of Carriacou Multipurpose Centre, Hillsborough.

The Carriacou Maroon which started in the year 2001 is considered unique to the people of Carriacou and Petite Martinique since it depicts the islands rich cultural background through drumming, songs, smoke food (saraca) and other rituals.

This year’s festival takes some what a slightly different turn as compared to the past five year, with the re-introduction of the foreign artist late night show the Saturday night. Jamaican dancehall artist Capleton is expected to be the guest artist in this year’s celebration.

Officials at this year’s launch were, Parliamentary Secretary in The Ministry of Carriacou and Petite Martinique Affairs,  Senator Jester Emmons, Permanent Secretary in the Ministry of Carriacou and Petite Martinique Affairs, Mrs. Gertrude Simon - Niles, Permanent Secretary in The Ministry of Carriacou and Petite Martinique Affairs, with responsibility for Local Government Mrs. Bernadette Lendore-Sylvester, Chairman Mr. James Stafford and other members of committee and Marketing Executive of Grenada Tourism Authority Carriacou Office Ms Rina Mills.

The Launch was chaired by Senator Jester Emmons.  He stressed the importance of this festival to the people of Carriacou and Petite Martinique since it is unique to their cultural heritage. He also urged all the business houses to come on board with sponsorship and continue making this event as grand as it is.

Giving an overview of the celebrations was Chairman Mr. James Stafford. He also stressed on the need for the people of Carriacou and Petite Martinique to work along with the committee in sponsorship. He also gave a brief overview of this year’s festivals. Cultural groups and individuals from Tobago, Grenada, Carriacou and Petite Martinique are expected to perform in this year’s event. Shakespeare Mass which is pure and unique to the people of Carriacou is also expected to be a highlight in this year’s festival.

Marketing Executive of Grenada Tourism Authority, Carriacou Office, Ms Rina Mills, spoke on behalf of The Authority who is the main sponsor of this year’s event. She assured the Committee that the Authority will continue sponsoring this event. She also highlighted the strength of this festival through the sampling of authentic foods, music and experiencing the genuine Kayak hospitality.

Permanent Secretary in the Ministry of Carriacou and Petite Martinique Affairs Mrs. Gertrude Simon – Niles, gave the vote of thanks. She congratulated the Chairman and his committee for the great job they are presently doing and urged them to continue. She also thanked all sponsors and made a plea to others to come on board. In closing she thanked everyone who made the event a success

This year’s Carriacou Maroon Music Festival is definitely promising to be a success with high expectations of participation from locals and visitors alike.