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Contact:
Primus Hutchinson
Monday, June 07, 2004 - Internationally Renowned brand expert, Wally
Olins on Monday, June 7, 2004 suggested that St. Lucia change its tourism
pattern so as to become more internationally competitive.
Conducted under the theme “The Nation and the brand and the Nation as a brand”,
the seminar was organized by the St. Lucia Tourist Board at the Sandals Regency,
La Toc.
It provided participants, mainly from the local tourism and business sectors,
with an insight into marketing, packaging and branding.
It also provided stakeholders with basic information, which can assist in
positioning and promoting their businesses. According to Mr. Orlins:
“It is essential that whatever product, tourism or otherwise, it ought to be one
that has been embraced nationally and also within the region, before it is given
international exposure”.
Mr. Orlins has also advised strongly in favour of coordinating messages that are
sent to other countries, preferably about the tourism product, using the
website, brochures and other channels of communications.
Mr. Orlins stated that unless one coordinates these messages in one way or
another, they will not be mutually supportive.
He stated that the situation requires immediate attention and also indicated
that the messages must be managed so as to be coherent and comprehensible.
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