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St Lucia unveils new tourism brand and logo

The island of St Lucia has unveiled a new look for its logo and brand. The new brand focuses on its natural beauty, culture, tropical landscapes, and friendly, hospitable locals. The new tagline for the Caribbean island is 'Saint Lucia, LET HER INSPIRE YOU', and it will be rolled out across various international marketing campaigns over the coming months.

St Lucia unveils new tourism brand and logo

St Lucia has unveiled its new logo and branding, following the formation of the St Lucia Tourism Authority (SLTA). The new brand moves away from the sand, sun and sea focus, and is instead geared towards promoting the island’s culture, natural beauty and friendly locals.

The new St Lucia tourism branding was created by Translation LLC, a New York based creative agency. The focus was to distinguish the island from other Caribbean destinations and highlight its unique features to holidaymakers.

“We are elated about our new branding. We believe this branding speaks not only to the current visitor experience, but also to our desires and current efforts in creating a sustainable and incomparable tourism product.”

Commented Hon. Dominic Fedee, the Minister for Tourism for St Lucia.

The brand includes the new tag line: "Saint Lucia, LET HER INSPIRE YOU". The Minister of Tourism added that it highlights St Lucia’s distinctiveness, and aims to inspire travellers to visit the nation and explore its culture, heritage and natural landscapes.

The rebranding and new marketing campaigns will be rolled out in the coming weeks and coincide with the second SOLEIL Saint Lucia Sumer Festival and the island’s first Food & Rum Festival which takes place in January. The new event took place from January 12 to 14, 2018 and, for the first time, celebrated the nation's food and rum. There were talks by famous chefs, demos and shows, special menus, and also the first Caribbean Rum Awards.

The Soleil Festival 2018 in St Lucia is made up of five separate festivals that run between January to October. They include the St Lucia Jazz Festival in May, the Roots and Soul Festival from in August and September, the annual St Lucia Carnival in June and July, and the Arts and Heritage Festival in October.

Located in the Eastern Caribbean’s Lesser Antilles archipelago, St Lucia is a tropical island that is a hotspot for couples and families. The island boasts magnificent natural landscapes including sweeping white sandy beaches, turquoise sea, emerald-sloped hills, and the majestic Pitons peaks. Popular attractions on the island include a drive-thru volcano, Pigeon Island National Park, St Lucia Botanical Gardens, Fort Rodney, and the picturesque town of Soufriere.

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