13 April 2014
Grenada unveiled a new destination brand in a significant move aimed at repositioning the country as a major tourist destination. The new brand tag--‐line “Pure Grenada” will form the underpinning for the island’s new marketing focus, positioning the island as “off--‐the–beaten path,” and a haven for the discerning travel explorer.
The new logo also reflects the island’s deep Amerindian roots and its proud ancestral heritage; while still encapsulating the “heart of the nutmeg”—which has been the back--‐bone of the island’s trade and exports.
Grenada has also restructured its marketing and promotion arm into the newly formed Grenada Tourism Authority. Sharon Bernstein, General Manager UK & Ireland, Grenada Tourism Authority, said:
“The travel trade remains in integral part of how we tell the UK traveller about Grenada and the Pure Grenada identity provides several stories for trade professionals to tell including our spectacular dive sites and yachting regattas, the romance of spending time with loved ones in an unspoilt environment and our authentic food and drink.
The essence of Pure Grenada is that it sets us apart and appeals to those seeking a real experience, whether it’s learning to cook using local cocoa and spices, snorkelling with tropical fish over the world’s first Underwater Sculpture Park or exploring the rainforest on foot – and we’ll continue to train travel agents on how best to sell Grenada over the coming months. Our new travel trade training programme www.grenadaambassador.co.uk is the perfect place for them to increase their knowledge.”
