CaribWorldNews, NEW YORK, NY, Weds. Nov. 25, 2009: The Dutch Caribbean island of St. Maarten is boosting its tourism efforts in a tough economy with a new campaign.
The multi-media campaign, targeted at the American audience, kicked off on U.S. TV last weekend following a launch last Thursday night in New York City at the popular Hudson Terrace.
The new concept sees a play on the double A`s in the spelling of the country coupled with a focus on the `feeling of the experience` that visitors elicit during their stay on the island.
St. Maarten Commissioner of Tourism Frans Richardson explained at the launch that the concept behind the branding can be summed up in the phrase: `It`s all in our name.`
The campaign, which includes a new website, logo, videos, print and outdoor advertising, specialty marketing items, brochures and stationery as well as an image gallery that features all new photography from an extensive on-island photo shoot created by advertising agency Tambourine.
The branding campaign is part of an overall new marketing strategy being launched under the direction of Richardson. The island also recently hired KTCpr, headed up by long-time Caribbean marketing and public relations specialist Richard S. Kahn, to help in its new branding.