Beverly Nicholson-Doty told a meeting of the Territory’s advertising industry it’s time for a change. A new ‘brand’ for the islands is being developed. As reported by the Virgin Islands Daily News, it makes no sense.
The Tourism Commissioner said the former brand, America’s Paradise, has lost its kick. "The idea just doesn’t work," Doty said, according to the newspaper. Furthermore, travelers’ impressions of the VIs are not good … "same stores, cheap souvenirs … harassment by vendors and locals," the Daily News explained. (Who’s surprised by this?)
Anyway, Doty said the Territory’s $10 million Tourism spending will focus on a new image and selling platform for the islands.
Instead of "exotic, yet familiar, which was the kernel of "America’s Paradise," there will be a new positioning concept. The new "working brand truth" is …"independent people seeking the freedom to indulge in an unscripted experience." While the Commissioner said there’s work to be done refining the statement, this is the path they’re on.
If you have ANY idea what the heck that means, please comment below. It’s unintelligible. When I go on vacation, I want "an unscripted experience"? How unfocused can we get?
Her remarks also indicated the Department hopes to attract more vacationers from Europe (where America is not too popular these days? So that’s why ‘America’s Paradise’ isn’t working?)
Here’s the Daily News story: http://www.virginislandsdailynews.com/index.pl/article_home?id=17629385