St. Kitts has unveiled a new brand campaign. Called ‘Venture Deeper’, it plays upon unique island characteristics whilst “introducing elements of introspective self-discovery that speak to the purpose-driven goals of today’s visitors”.
“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,” said Marsha Henderson, Minister of Tourism, Civil Aviation and Urban Development for St. Kitts & Nevis.
“We are contemplative, nostalgic, and soulful. We appeal to intrepid travellers eager to explore, to learn, and immerse themselves fully in a new experience.”
Ellison ‘Tommy’ Thompson, CEO of the St. Kitts Tourism Authority, told the media during the Caribbean Tourism Organization’s Destination Debriefings in the Cayman Islands that “St. Kitts is absolutely a magical place,” before explaining that the colours, the fauna and flora of the island have been integrated into the new campaign.
“The look and feel takes on the nature, culture and the essence of St. Kitts,” he said.
In addition to the visual elements, the content reflects the culture and history of St. Kitts, as well as all the discoveries travellers make across the island – such as the dormant volcanic crater at Mount Liamuiga (with a local guide); the flora and fauna of the Central Forest Reserve National Park; the complex history at Brimstone Hill, a UNESCO World Heritage Site; the remaining sugar cane fields all over the island seen on the last railway in the Caribbean; and the golden-toned, salt-and-pepper or alluring black volcanic sand beaches.
The new campaign first launched in the in New York and will be followed by similar events in Canada and the UK.
St Kitts is also pushing itself as a culinary and culture centre, with ex-Spice Girl Mel B on board as a ‘tourism ambassador’.