One of London's iconic cabs wrapped in Tobago Beyond branding imagery has taken to the streets of the British capital as part of a new branding strategy being rolled out at the World Travel Market 2018 (WTM).
Making the maiden trip yesterday in the branded cab, which has been engaged for six months by the Tobago Tourism Agency Limited (TTAL), were THA Chief Secretary Kelvin Charles, Secretary of Tourism, Culture and Transportation Nadine Stewart-Phillips TTAL Chairman Dr. Sherma Roberts and CEO Louis Lewis who are attending the WTM in London
Following the formation of the TTAL one year ago and several months of research and analysis, the island’s new brand identity was launched onto the international stage on Monday at an event attended by UK media correspondents, public relations specialists, brand ambassadors, bloggers, travel trade writers and influencers from across the globe. Also in attendance were Orville London, T&T's High Commissioner to the UK, President of the Tobago Hotel and Tourism Association Chris James and other tourism stakeholders from Tobago.
Working with London-based brand experts, Gravity, TTAL officials discovered from research that 1.2million online conversations about the Caribbean did not include the name of a specific destination.
Lewis said: “This represents an opportunity to present Tobago to those potential visitors and so our strategy focuses on these ‘great undecided’, plus two specific groups—so-called super-boomers and DINKY’s (dual-income no kids yet). We know these groups have the means to afford a Caribbean escape, and also seeking unique experiences. Somewhere that gives them the feeling of discovering somewhere for the first time."
Research was also conducted within the UK travel trade resulting in the creation of the three pillars of Tobago’s new brand: unspoilt, untouched, undiscovered.
“We believe it’s the start of a positive transition for Tobago. We are marketing Tobago to be "top of mind" in the travel trade, and have used the island’s unique character and features to guide our creative and messaging exploration,” Lewis said
The TTAL will be creating new destination guides and launching an online training programme for travel agents. Tour operator partners will be engaged in the new-look campaign following negotiations for joint marketing campaigns, ahead of the winter peak selling period.