The St. Kitts Tourism Authority has officially launched the destination’s new brand campaign titled, “Venture Deeper.”
The new campaign builds on the island’s distinct characteristics while introducing elements of introspective self-discovery and intention that speak to the purpose-driven goals of today’s travellers.
“St. Kitts is relatively new to tourism, only focusing efforts and resources to tourism within the last 20 years. This gives our island a very different ethos in the Caribbean,” said Ellison “Tommy” Thompson, CEO of St. Kitts Tourism Authority. “We are contemplative, nostalgic, and soulful. We appeal to intrepid travellers eager to explore, to learn, and immerse themselves fully in a new experience. There are many layers to peel back when exploring St. Kitts, and we are excited that the campaign showcases this unique positioning to the world.”
The new brand aesthetic comes from the island itself, featuring a colour palette of soft, muted, earthy tones, including deep green and pastel pink inspired by the destination’s luscious rainforest, beautiful beaches and stunning sunsets. The “Venture Deeper” visual assets capture authentic moments with a vintage feel. By including different vantage points, the revamped photography invokes the sense of discovery and the magnetic qualities of the island that is central to the brand.
Rugged scenery on the south end of St. Kitts. PHOTO COURTESY ST. KITTS TOURISM
The campaign includes visual assets and written content to encourage a deep exploration of St. Kitts that will span across the Tourism Authority’s website, social media channels, as well as advertisements, out-of-home and various digital channels. The motion and still photography introduces a mix of lifestyle imagery that provides a documentary-feel, while the black & white imagery uses intentional blurring of the subjects to draw the audience’s eye to the island, creating more depth, intimacy and sophistication.
In addition to the visual elements, the content reflects the culture and history of St. Kitts, as well as all the soul-stirring discoveries travellers make across the island. Travellers truly venture deeper in St. Kitts as they hike the rim of the dormant volcanic crater at Mount Liamuiga with a local guide; learn about the flora and fauna of the Central Forest Reserve National Park; immerse themselves in the destination’s complex history at Brimstone Hill, a UNESCO World Heritage Site; explore the art of textile design at Caribelle Batik and Romney Manor; cross the remaining sugar cane fields all over the island on the last railway in the Caribbean; relax on the golden-toned, salt-and-pepper or alluring black volcanic sand beaches; take in the sounds of the internationally renowned Music Festival; dive exceptional shipwrecks; or enjoy the rich culinary culture fusing Caribbean Island ingenuity and local ingredients with Old World traditions.
The Tourism Authority revealed the new brand campaign to Canadian media and stakeholders on Tuesday, 27 September, at an exclusive event for tripcentral.ca travel agents and special guests held at Capra’s Kitchen in Mississauga. Celebrity Chef Massimo Capra was on hand serving up delicious Kittitian-inspired dishes while attendees watched the new brand spot and were surrounded by new imagery from the campaign.
Dining on St. Kitts. PHOTO COURTESY ST. KITTS TOURISM
“The Venture Deeper campaign is meant to ignite a full sensory experience and our vibrant culinary scene is a way for Canadians to fully immerse themselves in our authentic island experience and savour our destination through food and drink,” said Thompson. “We know that Canadians are huge foodies so we recognize that highlighting our restaurants, chefs and unique dining experiences is a way to introduce and build brand awareness for St. Kitts in Canada – it’s the entry point to create that conversation.”
With Canadians ranked among some of the most passionate foodies in the world, the Tourism Authority also unveiled a new 28-page print and digital Savour St. Kitts Culinary Guide, an inspirational Kittitian Cocktail Book featuring local rums and crafted cocktails, and a pocket-sized Restaurant Guide, tools that can be utilized by agents and consumers to learn more about the culinary scene.
“We look forward to the “Venture Deeper” campaign resonating with travellers in a variety of ways, as they discover for themselves all that the destination has to offer,” Thompson said.
Stay up to date on the latest travel updates and upcoming events by visiting www.visitstkitts.com.
