Grenada taps into Olympic victory with new tourism campaign
To showcase the gracious and humble spirit of the Grenadian people as demonstrated to a global audience by Kirani James during the recently concluded 2012 London Olympic Games, the Grenada Board of Tourism has launched a targeted campaign designed to reinforce this key brand message as a point of differentiation for potential visitors.
Entitled, “Celebration of Kirani: Celebration of Grenada,” the campaign incorporates a specially designed logo featuring Kirani James carrying Grenada’s national flag with the tagline, “Grenada: Gracious Every Day,” which is currently being rolled out in an integrated approach on Grenada Tourism’s website, digital advertisements and social media pages.
Among the elements included in the campaign are: a “Quote of the Day” initiative utilizing quotes about Kirani from traditional and social media; an island tour of Kirani’s Top 10 things to do and see on Grenada; weekly press releases; social media posts; and a video program featuring footage of Kirani’s September 1-3 homecoming.
“Since Kirani James’ Gold Medal Olympic win and his highly publicised gesture of goodwill toward fellow competitor Oscar Pistorius have elicited such an emotional response from people around the world, we have initiated a campaign to capitalize on the awareness built for Grenada as a result,” stated Dr. George Vincent, Minister of Tourism, Civil Aviation and Culture.
“When he asked to exchange bibs, his magnanimous and unpretentious spirit became reflective not just of his own personality, but that of all Grenadians as genuine, warm and friendly, thereby increasing the appeal of the island as a desirable vacation choice.”
Known as the “Spice of the Caribbean,” Grenada boasts some of the Caribbean’s most beautiful beaches, delectable cuisine and spices, a tropical rainforest and a wide range of activities such as diving, snorkeling, hiking, fishing and sailing. Romantic, natural and authentic, all of nature’s best gifts can be found in Grenada. Grenada is a member of the International Council of Tourism Partners (ICTP).