About

Summary

This study provided input into the Sustainable Tourism Master Plan 2023-2028 for St. Vincent and the Grenadines.  The marketing strategy was developed around the key niches of Ecotourism Adventures, Community-based Tourism (CBT) and Yachting/Sailing.  Ecotourism Adventures and CBT have considerable crossover both in terms of product development traveller type, so some marketing activities for these two niches were combined.

Re-branding of the destination, including proposed individual branding for each of St. Vincent and the main islands in the Grenadines were also part of the strategy, with the development of branding pyramids, logos and slogans.

Our Approach

Due to the COVID-19 restrictions that were in place over the duration of the project, the marketing strategy was compiled remotely based on Acorn’s extensive knowledge of St. Vincent and the Grenadines, and through online consultations that took place over the period of the study.

The study identified marketing strategy options, which included website re-design, social media marketing, influencer campaigns, online marketing, online and print advertising, partnership marketing, trade shows, FAM trips and PR campaigns.

A marketing strategy action plan took each of the strategy options further, setting out a clear and implementable plan for each.  A budget was identified for each, and a five-year timetable for their delivery was set out.  Key performance indicators for monitoring and evaluation over the five years was also included in the strategy.

We developed a range of logos for each of the islands based on their rational attributes, emotional benefits, brand personality, the positioning statement created for each, and the brand essence.

Outcome

The Sustainable Tourism Master Plan 2023-2028 was approved and is currently being implemented in the country.