The Democratic Labour Party (DLP) Monday charged that the island’s tourism officials spent thousands on the new tourism theme: Little Island, Big Barbados saying it has already been used by several countries. The DLP charges that it is a significant blunder and taxpayers deserve a return of the substantial funds spent on the initiative.
Below is the full DLP statement:
Give us back our money
Barbados taxpayers were appalled to learn last week that this country paid approximately three-quarters of a million dollars for a tourism promotion tag line that other countries already use.
It is alleged that we forked out approximately US $375,000 (BDS$750,000) for the tag line “Little Island, Big Barbados”.
The Barbados Tourism Marketing Inc (BTMI) needs to tell the country exactly how much this faux pas cost the country. We also deserve to get back every cent.
Our island is accustomed to using tag lines that the world admires. They were unique. They were memorable. They evoked all the images we as a holiday destination wanted to convey to the globe.
“Tourism Is Our Business- Let’s Play Our Part” and “Barbados Just Beyond Your Imagination” still remain top of mind to this day.
Barbados has a brand personality that millions can relate to; we just required a tag line to robustly reflect that personality.
In Marketing you learn that tag lines must be short, catchy, memorable and distinctive.
You are supposed to ask: What makes your destination different from any other?
Using a tag line that other destinations are working to the bone is a misstep.
To date here are the countries that have used it:
Bermuda
Taiwan
Jersey
Bequia
Slovakia
Malta
Jamaica
Micronesia
The BTMI obviously was not minding its business.
We are now hearing from the BTMI Chairman Roseanne Myers that there will be an “internal investigation” into the fact that our marketing initiative is not original. Please note this follows the Tourism Minister Lisa Cummins’ earlier stout defence of the same tag line.
This development is just one in a series of blunders from this current administration and they are happening in established Ministries with well-qualified and experienced team members who have assisted in our country’s superlative achievements over the years prior. Why are we now failing at the simple things?
Barbados can and must do better. But right now we the taxpayers should get that money back.
The Democratic Labour Party
