1. Louis E A Lewis Director of Tourism Saint Lucia Tourist Board 1 Brand Saint Lucia

2. Growing Competition Shifting Opportunities New Economic Challenges New Economic Challenges The New Landscape

3. How do we better compete? How do we differentiate? What will be our focus? How do we better compete? How do we differentiate? What will be our focus? Our Challenge

4. Our Answer COUNTRY BRAND Rally and empower citizens Rally and empower citizens Redress stereotypes and cliches Enable and/or endorse change Attract talent & investment A source of differentiation Build global competitive advantage A source of economic value

5. Addressing Many Audiences COUNTRY BRAND Business Tourism Investment Citizens Exports Ministries

6. Our World-Class Branding Partner

7. 7 New York Toronto Buenos Aires Caracas Mexico City Santiago de Chile São Paulo Hamburg London Madrid Milan Moscow Paris Rome Abu Dhabi Dubai Beijing Hong Kong Kuala Lumpur Melbourne Sydney Shanghai Singapore Tokyo With Offices in 24 Countries to Ensure a Global Perspective

8. ICONS ICONIC COMMUNITIES ICONIC COMMUNITIES ECONOMIC DEVELOPMENT ENGINES ECONOMIC DEVELOPMENT ENGINES CITY & COUNTRY BRANDING BRANDED EXPORTS FutureBrand’s Extensive Destination Experience

9. Pioneers in Country Branding

10. Limited airlift/ difficulty of getting there Off the beaten track Limited developmentSmall boutique island Lack of awareness/ prior visitation Best kept secret Limited marketing spendIn the know From To The Opportunity for Saint Lucia

11. Competitive Review Local & Global Interviews Business & Brand Prioritization Competitive Review Local & Global Interviews Business & Brand Prioritization Our Process AssessmentStrategyDesign Brand Identity Design System Graphic Standards Brand Identity Design System Graphic Standards Brand Attributes Brand Strategy Brand Implications Brand Attributes Brand Strategy Brand Implications 132

12. Sensory Colorful Warmhearted Special Festive Panoramic Multifaceted Premium Alluring Striking Functional Emotional Diverse Beautiful WelcomingNatural Iconic Romantic Real Authentic Intimate Bountiful Upscale Blissful Unspoiled Friendly Melodious Vibrant Exotic Illuminated Engaging Abundant Safe Surprising Accommodating Vivid Bright Idyllic Relaxing Charming Our Brand Attributes  Lush  Boutique  Mosaic  Genuine

13. Lush is beautiful, abundant, vibrant Boutique is upscale, special, intimate Mosaic is diverse, engaging, colourful Genuine is warm-hearted, authentic, real Elaborating on the Brand Attributes Lush Boutique Mosaic Genuine

14. Elaborating on the Brand Attributes Core Brand Assets Core Components Brand Platform Support and Proof Points Differentiating Elements Beckoning discerning travelers and investors who seek out rare and genuine experiences and opportunities Diverse Range of Experiences Premium Oriented Boutique Mosaic Lush Genuine Essence

15. Events People Culture Nature Topography History Investment Education Agriculture Crafts Food Entertainment Resorts/ Lodging This brand positioning allows St. Lucia to extend and build the idea of Discerning around many potential assets and become a destination for those who appreciate and seek special and distinct things. A Strong Platform Discerning

16. Components of Discerning The Discerning brand strategy must leverage the uniqueness of Saint Lucia  Many of the elements and offerings that make up St. Lucia are distinct, limited in size and boutique in orientation (small hotels, specialty restaurants, rainforest, etc.) The well-known upscale brands and events that are part of the St. Lucia experience will be promoted The intriguing aspect of the country’s culture, history and nature will be emphasized Golf, Marina, Yachting and premium pleasures will also be clearly linked with St. Lucia RareIndelible Established Brands Premium Amenities

17. Requirements of Our Identity Our new brand identity should reinforce the strategic foundation The identity should leverage Saint Lucia’s iconic features, and reinforce the nation’s uniqueness The identity should reflect our citizens and build on the pride and passion of our nation The identity should be memorable, iconic and ownable The identity should evoke the exotic and vivid experiences of Saint Lucia RareIndelibleGenuineEvocative

18. Leverage Icons Unique to Saint Lucia

19. Build on a Symbol of a Proud Nation

24. Several Country Brands Do Not Use Taglines

25. No Tagline Tagline Used with Identity Tagline Used Separately Tagline Used Inconsistently Country Brands Use Taglines in Different Ways, If at All “Fiji Me” “The True Experience” “The Natural Choice” “A Symphony for the Senses”

26. Today Near term Work with co-branding partners Invest Saint Lucia Pinnacle OPSR Create key Tourism initiatives centered around the Tag Line Product Development Near term Work with co-branding partners Invest Saint Lucia Pinnacle OPSR Create key Tourism initiatives centered around the Tag Line Product Development Long term Continuous review Long term Continuous review Current state New brand Developing Tag Line Broad Consultation Develop Creative and Promotional Materials Current state New brand Developing Tag Line Broad Consultation Develop Creative and Promotional Materials Tomorrow Future Next Steps

27. Thank You.