In January, 2006, Green Team from the U.S.A was contracted to re-brand and reposition the destination. Research was undertaken in the market place and in Dominica to identify the strengths, weaknesses, opportunities and threats of the destination to determine who the right visitors to the island are and to increase tourism inquiries and arrivals to ensure that all stakeholders across the island benefit.
The findings from the Green Team provided an evaluation of Dominica’s image in the market place, how this image is viewed by consumers and the travel trade and identified and refined Dominica’s target markets.
The Ministry of Tourism has indicated that the word ‘Caribbean’ was not incorporated into the new tag line and logo since consumer research indicated that most travelers to Dominica are not seeking the typical ‘Caribbean’ destination and that in the minds of potential travelers, the Caribbean is still viewed as a purely sun, sand and sea destination, not home to a Nature Island.
Further justification based on research revealed that Dominica is not viewed as being a typical Caribbean destination, but rather a NATURE destination that happens to be in the Caribbean. The research shows that visitors to Dominica are looking for new unexpected experiences, personal challenges and the possibility of the unknown.
Until now Dominica has never had a tag line. At a press conference last week, Minister for Tourism, Industry and Private Sector Relations, Senator the Hon. Yvor Nassief, explained the full importance of having a tag line.
“You want to come up with a tag line which really portrays the uniqueness of what you are about and differentiates you from your competitors.”
The new logo, Nature Island of Dominica will replace the existing, ‘Dominica, the Nature Island of the Caribbean’.
Mr. Nassief also said:
“We feel that the logo as proposed, the Nature Island of Dominica speaks more effectively to our target audience, effectively differentiates us and reduces the confusion with the Dominican Republic.””
Source: The Dominican
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