Tourist offices’ staff train
to deal with travel media
PHILIPSBURG--In keeping with the joint marketing efforts in the United States, the staff of St. Maarten Tourist Bureau and Office du Tourisme of the French side were given pointers in promoting the island in a comprehensive and uniform way.
Staffs of both tourist offices gathered at the Sonesta Great Bay Resort this week to gain deeper insight into how to work more efficiently and effectively with the North American travel press. The program is part of the new joint marketing initiative by both sides of the island to promote St. Maarten as one destination.
St. Maarten Tourism Director Regina LaBega said, “As we move forward with our marketing initiative and begin to promote our new brand position, we felt it was imperative that everyone at the tourist offices, albeit north or south, understand what the product is we are selling, how we are positioning it, who are the audiences we are reaching, and most importantly, how we address the North American travel media. The primary objective was to get everyone involved in the St. Maarten tourist product to be on the same page.”
The interactive meeting as facilitated by Allan Fliss, a partner in St. Maarten/St. Martin’s new marketing and public relations agency, Richartz Fliss Clark & Pope. He reviewed various U.S. media with whom the agency worked and how they affected the tourism product in St. Maarten/St. Martin. He explained the new marketing theme, “St. Maarten/St. Martin: Bring your Appetite for Life,” discussing in detail how the theme was developed, the consumer and media research behind it’s development as well as how it would be used in the upcoming advertising campaign.
Fliss discussed the most effective ways in which U.S. and destination representatives can work together in promoting the island not only to travel journalists, but to anyone who is interested in the island.
He noted, “St. Maarten/St. Martin is a unique destination, offering more diversity than any other Caribbean destination. We know that. But, it is more important that the rest of the world know it. Those responsible for reporting on this destination know St. Maarten/St. Martin, but few really know St. Maarten/St. Martin. This is not the same destination that it was years ago. It is therefore critically important that we all work together, all operating on the same page, to deliver the right message to the right people.”
A special historical and cultural presentation was delivered by Lisette Coffi, Managing Director of Qualiserve, who reiterated Fliss’ comments of the importance of working together and speaking with one voice in promoting St. Maarten/St. Martin.
Coffi told the Tourist Office representatives that it was important to know where St. Maarten/St. Martin had been in order to know where it was going. “We are a diverse culture that is deeply rooted on both sides of the island. Our heritage is based on family first.”
Jose Lake, Jr. gave a historical perspective of the one destination concept. In a passionate presentation, Lake told the group of tourism representatives that the one destination concept is not a new idea. He said it had always been our founders’ wish to promote this destination as one. He remembers when St. Martin was promoted as The Beach Island. He also reiterated the fact that we are all part of the St. Maarten/ St. Martin family first, all part of one destination.
Artists Ruby Bute also gave a historical aspect of hospitality on the island. She said that hospitality was not a French or Dutch phenomenon, but rather a St. Maarten one. She praised the Tourist Offices for undertaking this new initiative and said it must go deeper into the St. Maarten community.
LaBega concluded by explaining that the new theme was designed to express the idea that the island offers a host of experiences to the average traveller. Additionally, the phrase “Appetite for Life” is intended to conjure multiple meanings for the word appetite – appetite for the unparalleled cuisine, appetite for luxury duty-free shopping, appetite for life.
The marketing effort, supported by both the French and Dutch Tourist Offices, represents the first time both sides have come together to promote the island as one destination.
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