‘Bring your appetite for life’ is
island’s new marketing slogan
PHILIPSBURG--“Bring your appetite for life” is the slogan for the first time joint Dutch side/French side advertising campaign in the United States slated to start in the coming weeks.
The campaign capitalises on St. Maarten/St. Martin’s claim as the gourmet capital of the Caribbean and to portray the island as a haven for relaxation, health and well- being, Head of St. Maarten Tourist Bureau Regina LaBega told The Daily Herald. The new slogan was unveiled at the recently concluded Caribbean Hotel Association (CHA) Marketplace held in Aruba this week.
The slogan was decided on by all stakeholders at a meeting held in Marigot on December 4 with US based firm RFCP contacted by the two sides last year to develop and position advertising to lure visitors here especially during the summer months, which are traditionally the low season.
What makes the campaign special is that this is the first time both sides of the island have the same marketing firm in the US. The two sides are sharing offices in the US and Europe for some time now but a coordinated advertising campaign was never carried out.
“We are trying to get more people here in the summer and shoulder months,” LaBega said. “They want to come to St. Maarten and relax and unwind, enjoy the spas and restaurants and this is what we are targeting.” The advertising campaign was developed based on feedback from focus groups that equate travel to the Caribbean with a good quality of life.
The joint campaign costs US $1.2 million and is paid for equally by both sides of the island. The advertisements will be primarily in travel industry magazines and newspapers.
At CHA Marketplace, representatives of St. Maarten American Marketing Association (SAMA) were briefed about the new slogan. SAMA comprises persons who represent hotel, resorts, tours, the two tourist bureaux and the other related businesses on the island in the US.
SAMA representatives informed the local delegation of CHA that the island continues to get good reviews and feedback has also been good about the “new product” which includes the beautification and upgrading especially in Philipsburg and the new terminal building at Princess Juliana International Airport. “They are happy with the new product even the ones who have seen the improvements only in photographs.” However, the increasing traffic congestion is becoming a major issue for travellers.
There are still questions about Hurricane Luis’ destruction of Mullet Bay Resort from travellers, particularly those of the older generations, based on information from SAMA. As many of these representatives, tour operators from the United States, Europe, South America as well as representatives of neighbouring islands are expected here for the sixth St. Maarten/St. Martin Annual Regional Tradeshow (SMART), a clean up of the area would make a great impression, LaBega said.
The group was also thrilled to learn about low cost carrier Spirit Airlines adding St. Maarten twice a week to its itinerary in April. High airfares continue to be a barrier to visitors travelling here, according to SAMA representatives. This has also made the island less competitive with other destinations. It is hoped that Spirit will add more flights to the destinations so the island can maintain a competitive edge.
American Airlines Country Manager Michael Cleaver has been very supportive in the quest to maintain the two daily flights from New York to St. Maarten especially in the low season, LaBega said. To complement this push, a joint sales event between American Airlines and the island will be launched soon. “It is important to maintain the existing flights and to see increases as this will help to improve the island’s tourism industry,” she added.
Also meeting with the local delegation at CHA Marketplace were representatives of wholesalers and tour operators who reported that booking was the same as last year but may increase for the coming months. While bookings were about the same, the revenues generated increased. “The same number of people are coming to the island, but those who are coming are spending more.”
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