(Does it seem kind of underwhelming and sedate to anybody else? Comment on it here.)
“The Mocko Jumbie character (logo) symbolizes the vibrancy of our people and our culture, while the stars represent the enchanting and individual spirits of St. Croix, St. Thomas and St. John,” said Beverly Nicholson-Doty, the Tourism commissioner.
The logo will begin appearing in VI advertising and marketing materials soon and be a focus a new VI tourism Web site to be launched next month.
“We decided it was time to adapt to the changing marketplace and develop a new logo and branding that truly represents the U.S. Virgin Islands and symbolizes the unscripted vacation experience that comes with having three very distinct islands and a variety of unique experiences to choose from,” Nicholson added. “ “The Mocko Jumbie character symbolizes the vibrancy of our people and our culture, while the stars represent the enchanting and individual spirits of St. Croix, St. Thomas and St. John.”
The “unscripted vacation” idea came out of (what else?) market research. “Following months of rigorous market research and focus group sessions conducted by Atlanta-based advertising agency, J. Walter Thompson, the Department of Tourism learned that while the 'American' aspects of the islands remains important to consumers, what is more compelling are the wide range of experiences available, the balance between opportunities for interaction versus seclusion, and the natural beauty of the islands,” Tourism said in a news release.
The previous marketing strategy, appealing to post-9/11 travelers and emphasizing the Territories’ connection to the United States, is being discontinued.