A powerful new awareness campaign ‘Live the Culture Tobago Style’ has been launched by the Tobago House of Assembly drawing on Tobago’s rich history and colourful culture to further develop its unique positioning within the Caribbean.
Supporting Tobago’s continued commitment to the revitalization of the tourism sector - with an increase in airlift from the UK confirmed for later in the year, a growth in visitor numbers and advance bookings reported for the first quarter of 2014 - the creative trade and consumer advertising campaign marks an exciting time for the island.
“Tourism is so important to our economy and our sustainability, but it is also a part of our culture,” said Avion Hercules, marketing manager for the division of tourism and transportation at the Tobago House of Assembly.
“We are looking at significantly increasing our presence in the market. We have a great story to tell and now we have a great campaign to reinforce that message.”
Tobago’s culture is at the heart of the campaign.
The powerful ‘Live the Culture Tobago style’ strap line emphasizes the unspoilt natural beauty, accessible authenticity and individual splendour that sets the island apart from other regional destinations.
The island’s distinctive offering goes far beyond the stereotypical image of a traditional Caribbean beach holiday with its award-winning protected tropical rain forest, fantastic scuba diving and snorkelling, challenging bike trails complimenting the excellent local hospitality, friendly people and varied cuisine.
A specific campaign colour palette has been developed to give both the consumer (magenta) and trade (canary yellow) markets ownership of the Tobago brand and offering.
The bold and distinctive choice of colours created to resonate with consumers whilst increasing the ability of individual adverts to ‘stand out’.
Tourism represents 47 per cent of Tobago’s gross domestic product and is the second largest employer on the island.
The determination of the Division of Tourism and Transportation to explore new ways to boost the quality and content of the Tobago tourism experience remains resolute and the success of their efforts can be clearly seen:
- An increase in airlift with confirmation of twice weekly British Airways flights scheduled from October 26th 2014 and a second direct Monarch flight starting on December 16th 2014, as well as extra lift from Scandinavia.
- International tourism arrivals rose by 19 per cent in January and February 2014 compared to 2013, a trend that looks set to continue with hotels reporting higher than average occupancy levels since 2010.
- A wedding market that has doubled in 2014.
Tobago’s charm lies in the unique mix of its offering – beautiful beaches, an abundance of soft adventure activities within lush natural surroundings, friendly, hospitable people making it a perfect holiday choice for families, couples, adrenaline junkies as well as those looking to rest relax and unwind.
Less discovered yet culturally more accessible than other Caribbean islands, it’s time to Live the Culture Tobago style.
Tobago can be easily accessed from the UK with direct weekly flights on Monarch.
BA offers five flights via Port of Spain, Trinidad and one direct weekly service into Tobago. Caribbean Airlines offers three weekly flights into Tobago via Port of Spain, Trinidad.