St Lucia to spend millions on massive ad campaign

Derrick A. Scott, Hospitality Jamaica Writer
ATLANTA, Georgia:

Photo by Janet Silvera St. Lucia's Minister of Tourism Phillip Pierre.

THE ST. Lucia tourist board is to spend just over US$7 million (J$434 million) on a massive advertising campaign throughout the United States in a strategic move to attract more visitors from the United States to the island.

The campaign, which is entitled "You Are So Beautiful", will kick-off in the United States on November 1, will include the print and electronic media as well as billboards.

In launching the consumer campaign at the Westin Buckhead Hotel, in Atlanta, on Tuesday, October 18, St. Lucia's Deputy Prime Minister and Minister of Commerce, Tourism, Investment and Consumer Affairs, Philip J. Pierre, said that the move is of strategic importance to St. Lucia.

ATLANTA CITY ­ THE KEY

"Nearly 35 per cent of total arrivals come from the United States. The city of Atlanta is key to our future growth strategy. Through the assistance of our private sector partner, Delta Airlines, Atlanta has become the southern gateway, to our simply beautiful island," he said.

St. Lucia's tourism product has been growing steadily and he feels that the time is right for the St. Lucia Tourist Board to launch this massive campaign in the United States.

Delta, he said, has come on board with St. Lucia at a time Phillip when there was a need for a major airline sponsor for the St. Lucia Jazz Festival.

He also said Delta has increased its flights to five days a week to the island, and starting December 1, Delta will fly non-stop daily to St. Lucia, as a show of confidence in the destination, even in the face of increased operating costs and rising fuel prices.

The Tourism Minister said last year was a good year for the St. Lucia's tourism sector. Fifteen per cent or more tourists visited the destination and contributed 13.6 per cent of the island's gross domestic product. The industry, he said, recorded 17.1 per cent increase in earnings, totalling US$879.3 million or a 71 per cent of total earnings.

PASSPORT REQUIREMENTS

The minister pointed out that there were issues that continue to threaten the region and St. Lucia's tourism economy.

He said a collective representation on the issue of passport requirements for U.S. citizens returning home from visits to the Caribbean needs rethinking. This, he hopes, will delay policy implementation by the United States.

He added that it was the hope that consideration will be given to his plea for equality of treatment with other countries; however, we appreciate the security concerns of the U.S.

Among those attending the launching ceremony were, Costello Michel, chairman, St. Lucia Tourist Board; Joe Diaz, manager, tourism international marketing communication for Delta Airlines; Hilary Modeste, director of tourism, St. Lucia Tourist Board; and Lorine St. Jules, director of marketing, North America, St. Lucia Tourist Board.