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St. Lucia: Destination PR

All That Jazz

“...attractions and unique hotels pointed to a rich resevoir of material for promotion.”

Situation

St. Lucia, one of the most beautiful of the Windward Islands, was also among the lesser known destinations in the Caribbean, long overshadowed by islands with big brand-name hotels and easier air connections.

Insight

There were any number of scenic and cultural assets that merited attention, among them a shoulder-season Jazz Festival. Our research into St. Lucia’s history, personalities (including a Nobel Prize-winning poet), attractions and unique hotels pointed to a rich reservoir of material for promotion.

Solution

Promote the island’s exceptional natural beauty and authenticity (sense of place), and help it professionalize and expand its Jazz Festival to draw visitors during the critical spring shoulder season.

Results

St. Lucia began commanding Caribbean coverage, thanks to fresh new angles that made it feature-worthy. Significant placements included the Los Angeles Times, American Way, National Geographic Adventure, BBC, CNN, E! Entertainment and Bravo. During our tenure with the St. Lucia Tourist Board, the Jazz Festival grew to the fifth largest in the world, even attracting such celebrities as Morgan Freeman and Kathy Griffin.

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