The St. Kitts Tourism Authority officially launched the destination’s new brand campaign titled, “Venture Deeper” at a travel industry event in Toronto 27SEP.“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 Tourism Authority's campaign reveal took place at Capra’s Kitchen in Toronto. 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.
The campaign includes visual assets and written content that will be published in the Tourism Authority’s website, social media channels, as well as advertisements, out-of-home and various digital channels.
In addition to the visual elements, the content reflects the culture and history of St. Kitts, as well as discoveries travellers make across the island, following the "Venture Deeper" theme. Travellers:
- 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 history at Brimstone Hill, a UNESCO World Heritage Site;
- explore the art of textile design at Caribelle Batik and Romney Manor;
- cross sugar cane fields on the last railway in the Caribbean;
- relax on the golden-toned, salt-and-pepper or black volcanic sand beaches;
- take in the sounds of the internationally-renowned Music Festival;
- dive shipwrecks; or
- enjoy St. Kitts' culinary culture fusing Caribbean Island ingenuity and local ingredients with Old World traditions.
“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 Mr. 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 used 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,” said Mr. Thompson.
More information is available at www.visitstkitts.com.
