Saint Lucia is increasing its visibility in Barbados as a premier destination of choice and has branded a Transport Board bus in an effort to get the message to residents.
“Barbados is an important market for us for Caribbean travel. In terms of the Caribbean, it’s presently the third largest source market for us. The bus in Barbados is basically to increase brand awareness,” said Christopher Gustave, Marketing Manager, Caribbean and Events at the Saint Lucia Tourism Authority (SLTA).
“We realise that the transportation system in Barbados is very good, and we want to increase our visibility on the island, so the branded bus moves everywhere; it has a QR code on it, so you just take a look at the QR code and you can scan that quickly and find out much more about Saint Lucia. So that’s why we wanted the branded bus. You make a statement, for one; it’s unique. I don’t think any other country has a branded bus in Barbados right now, and, again, it gives us a mobile presence and it also connects with the average.”
The branding on one of the Transport Board’s electric buses, directing those viewing it to visit stlucia.org, is a strategic marketing move by the SLTA. Gustave said it’s aimed at offering Barbadians and other residents an island getaway option.
“It really focuses on showing how close we are, so if you read what’s on the bus, it’s like Saint Lucia is only 30 minutes away – a short trip. It will not only focus on the Barbadian residents but also the Welcome Stamp residents. I know Barbados has a lot of people coming under the Welcome Stamp initiative, and you know, for a weekend, they could come and discover what Saint Lucia is about.
“So that’s some of what we plan to do to ensure that we remain present in the market, relevant in the market. As I said, Barbados is an important market for us, and we want to be able to grow it,” he said.
Back view of the branded bus.
Gustave says that brand of marketing ensures that everyone knows that Saint Lucia is open for business.
“People come from all over the world to Saint Lucia in droves, so why not our brothers and sisters from the Caribbean? That is the whole purpose and idea behind the brand – to encourage as many Barbadians to come across and enjoy Saint Lucia.
Christopher Gustave, Marketing Manager, Caribbean and Events at the Saint Lucia Tourism Authority (SLTA)
“I want them to know that Saint Lucia is open to them. Saint Lucia has a unique vibe about it, and they need to experience Saint Lucia. We have world-class hotels, our food is exceptional, and we have adventure non-stop,” the SLTA official said.
Ziplining with the famous Pitons in the background.
This initiative, he added, has been expanded to several other countries, but Barbados was the first Caribbean country in which it was introduced.
“We have it in London right now. We also have plans for it in Trinidad, Martinique, etcetera, and the United States,” Gustave disclosed.
One of the many waterfalls in Saint Lucia.
There is also a social media competition attached to the branded bus, in which residents are invited to not only scan the QR code and find out more about the sister isle but to take pictures with the bus for a chance to win a trip to Saint Lucia.
People enjoying the Sulphur Springs pools.
“If you are looking to chase waterfalls, Saint Lucia is the perfect place; if you are looking to bathe or swim in a river, Saint Lucia is a perfect place for that; if you looking for romance, someplace secluded, a bungalow in the jungle, Saint Lucia has that; if you are looking for a pristine beach, and I know Barbados has got plenty of beaches, but if you want a different type of beach – a black sand beach, for example – you can get that in Saint Lucia.
“So in Saint Lucia, we are welcoming Barbados with open arms. It’s an important market for us and we really want to see as many Bajans as possible come and experience Saint Lucia, the uniqueness that is Saint Lucia,” Gustave said. (BT)
