The New Nevis Island Tourism Brochure
Charlestown, Nevis
October 7, 2008
Tourism officials on Nevis launched a new marketing tool to lure visitors to the island. The improved Nevis Tourism Destination Brochure “Nevis Naturally”, was launched recently, with the addition of a five minute video presentation of the destination by the Nevis Tourism Authority (NTA) at its conference room.
The brochure with a new concept, packaging and paper choice will be distributed at the World Travel Market to travel and tour operators around the world and circulated locally.
Permanent Secretary in the Ministry of Tourism Mr. Tyrone O’Flaherty described the brochure as another important tool in the valuable work of the NTA and regarded the new concept as timely. The Authority is charged with the promotion of Nevis.
“In this day and age when so many people are using the internet to make their travel arrangements it is a challenge, really, for the traditional forms of marketing to stay in touch,” he said.
Mr. Rafael Cardozo of Gideon Cardozo Communications based in Florida, described the new concept as part of an unfolding marketing process. The company had been part of the branding of the island “Nevis Naturally” since the inception of the NTA in 2001.
“One of the most significant changes in the new brochure is its new look which utilises the natural colours of the island in the usage of the video, the brochures and soon to be updated website.
“They are organic; they come from the very island itself ““ the mountain the leaves, the glass, the stones the sand. There are no jarring colours, everything is natural even the simplest of things as paper selection being soft and uncoated as a natural process of what makes Nevis beautiful,” he said.
Mr. Cardozo gave some detail of the new marketing material which he cited should not be mistaken for an educational tool.
“I want to make it clear that the new brochure, the new video and all the collateral is about romantizing the most beautiful aspects of the island. This is not a high school educational film. The brochure is not about statistics, this is not about population diameter. This is about attracting visitors here for the first time and engaging them to come back again and again.
“The narrative of the new brochure, the narrative of the new video is Nevis as seen through the eyes of our target market ““ a typical couple, a guest. We also have included real locals to show the warmth and the pride of the local Nevisian and so we are very proud that we have captured the essence,” he said.
The Marketing Executive said branding was a process and the journey his company had taken with the guidance, trust and support of the NTA, to brand Nevis long term, as a premier destination of the Caribbean was invaluable.
Other remarks came from NTA Board Member Mr. Spencer Hanley and NTA’s Director of Sales and Marketing Mr. Devon Liburd who also chaired the event.