It’s Even Better In The Bahamas: Bahamas Ministry of Tourism To Launch New Branding Strategy In 2019
Director General of Tourism Joy Jibrilu touted the “tourism boom” being experienced in The Islands Of The Bahamas and revealed that a new marketing campaign will be launched in 2019.
Ms. Jibrilu, who is the Chairwoman of the Board of Directors of the Caribbean Tourism Organization (CTO), was speaking at the State of The Tourism Industry Conference (SOTIC) – a week-long conference at Atlantis Paradise Island from October 2-5.
The conference, being held under the theme “Rejuvenate. Recreate. Reconnect. New Directions for Caribbean Tourism”, is the largest in the Caribbean.
During her presentation to local and international media, Ms. Jibrilu noted that the new branding strategy will promote “who we are”.
“We will be promoting brand essence, rustic island charm, whispering palms, spirited ambiance, warm tropics, soft unfolding waves, bright lights casting, warm shadows, a heartfelt day, wild at heart, thrilling tropics, chic yet chill,” Ms. Jibrilu told the media.
“Our digital marketing will show everything we are.”
The director general said in the interim, The Islands Of The Bahamas has been busy utilizing traditional and social media to market the destination.
“That ties into our 16-island marketing strategy. There is rich story telling. We know that the media and social media influences are major in telling the authentic stories. Our new content marketing approach allows us to produce content which is omnipresent,” Ms. Jibrilu said.
The director general said telling the authentic story from a Bahamian’s point of view has worked in the destination’s favor.
She used an example of the Lady Di’s Pineapple video, which got about 257,000 views online.
“The response has been ‘I want to go where she is’. We have done the same for Grand Bahama and we have created sites for Nassau that have not been shown in that way before,” she said.
Additionally, The Bahamas Ministry of Tourism and Aviation will launch its new app and Bahamas. Com has been translated into several languages including German, Portuguese, French, Spanish, Italian and Russian.
Recently The Islands Of The Bahamas has won numerous awards including
Leading Luxury Destination in World Travel Awards; Conde Naste Traveller; Travel and Leisure; Brides and "Best Family-Friendly Caribbean Island” for 2018 Wherever Awards voted by readers among others.
She added that The Islands Of The Bahamas is also number one in the region for the #nofilter in social media.
“There really is no need to exaggerate. It really is that amazing. Our islands are always in vivid colour and there is always something for everyone to do,” she said.
Director General Jibrilu said because of The Bahamas Ministry of Tourism and Aviation’s efforts the destination has seen total arrivals rise by 15 percent and forward bookings soar by 9.2 percent.
“We in The Bahamas are being bullish in the future of our region,” she said.