Dominica Tourism

Repositioning a country

Purpose Branding, Social Impact, G-Think

Brief:

To date, Dominica was seen as 'just another Caribbean island', so travellers weren't making the most of what made the island unique. Attracting the right travellers would require a paradigm shift.

Strategic thinking:

Understanding the need to get Dominica on the front foot and attract travellers looking for not just a Caribbean, but a uniquely Dominica experience, we strategically repositioned the entire country. Dominica is not a Caribbean island; rather it’s a nature island that just happens to be in the Caribbean.

Creative:

Hot off the heels of the repositioning, we then developed the ‘Defy the Everyday’ creative and messaging platform. Suddenly the island was perfect for travellers seeking adventure, looking to connect with nature and the vibrancy and colour of the locals.

Results:

Immediate tourism increase for the entire country by 14%.