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Published on Wednesday, June 17, 2020

Saint Lucia's new marketing campaign to re-boot tourism


Saint Lucia has released a marketing campaign produced during lockdown to re-boot tourism to the Caribbean island, which reopened its borders to international visitors on June 4.

Inspired by the fact that Saint Lucia is the only country in the world named after a woman, the 90-second video, 'She is Saint Lucia...Let Her Inspire You' focuses on its natural beauty, including the Piton mountains, the ocean and the rainforest.

It will be promoted through social media, digital marketing and dedicated e-blasts.

"As the world gradually reopens in the wake of COVID-19, travellers are beginning to seek holiday escapes," said minister of tourism Dominic Fedee.

"Our new tourism marketing campaign is an opportunity to highlight both our responsible reopening and the inspirational spirit of Saint Lucia, as we implement policy that allows us to coexist with Covid-19.

"Utilizing striking visuals and a message that illustrates how Saint Lucia can be a calm and relaxing harbour, 'She is Saint Lucia...Let Her Inspire You' gently reminds travellers that we offer the natural treasures and renowned culture that they seek.

"This is one stage of an overall plan to remind the world about our renowned beauty and the care Saint Lucia has taken in getting ready to carefully welcome visitors back with open arms.

"As we diligently work to jumpstart our hospitality industry and support our local citizens who depend on tourism for their livelihood, our efforts to build back our tourism industry will be ongoing."

The video was made by UK creative studio The Avenue.

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