Background / Challenge:
Located in the British West Indies, some 150 miles east of Puerto Rico, Anguilla is regarded as one of the most beautiful and luxurious islands in the Caribbean. In late 2003, the island had a strong image as a high-end, luxury destination for wealthy travelers and celebrities. However, the island was losing visitors because of its perceived image as an exclusive, high-cost destination.
The key challenge facing the Anguilla Government and The Tourist Board was this: how could it redefine the image of Anguilla and broaden the appeal of the island without alienating its core base of wealthy visitors who craved the island’s exclusivity and privacy?
First, we completed an extensive program of fact-finding including on-island research, government interviews, customer research, and competitive destination reviews.
Our research revealed that while the equities of Anguilla were its gourmet food, exclusive hotels, incredible sandy beaches, clear blue seas, and friendly locals, the essence of Anguilla was something more. In fact, the island was more than the sum of its parts and was about the totality of the experience visitors’ had once on the island. The Brand Idea ‘The Anguilla Experience’ helped to express this idea simply and effectively adding a unique intangible point of difference, particularly versus other island destinations.
The Brand Idea then evolved into a new Brand Tagline ‘Feeling is Believing’ to add an element of emotion, aura and magic and to reinforce the notion that the island must be visited to feel, appreciate and believe its charm and beauty.
With the brand fundamentals in place, we helped create the logo design for the country and developed the name, copy and design for ‘Charming Escapes’ – a brochure and concept for a line of mid-priced boutique hotels designed to target the more budget-conscious traveler.
Then, we helped launch a powerful print campaign to build awareness for the island.
In terms of business results, our work helped to increase visitor traffic to the island by over 20%, and tourism has steadily increased in the past 3 years. Anguilla welcomed over 180,000 visitors in 2007, up from 109,000 in 2003.