Musical brand

DDA launches new Dominica destination brand with new logo

After 15 years, the Department of Tourism, through the Discover Dominica Authority (DDA), has launched a new destination brand and logo for Dominica which it says exemplifies all that the island of nature has to offer.

The new logo, which is seen as a better reflection of the island’s positioning to target visitors as well as differentiate it from the competition, was officially launched on February 2, 2022 at the Fort Young Hotel.

Minister of Tourism, International Transport and Maritime Initiatives Denise Charles, who addressed the ceremony, said the refreshed brand identity is an essential first step in introducing Dominica to the rest of the world.

According to her, the rebranding process began during the height of the pandemic and what she considers the “darkest period” of Dominica’s tourism industry, when the country went into complete lockdown.

Undeterred, however, she said, “We used the downtime to prepare for the rebranding and relaunch of the destination without even knowing how long we would be in this battle.”

“Some may wonder why now, aren’t we already the Island of Nature? My friends, Dominica’s tourism industry is at a crossroads. For the first time in a long time, visitors to the Caribbean are looking exactly what we have in abundance, nature…and experiences that complement and boost health and a sense of well-being,” the minister said.

To further justify the rebranding, Charles said that as Dominica emerges from the global pandemic, government and tourism officials must position themselves to seize any opportunities that arise.

“A destination without a vibrant and cohesive brand identity is virtually invisible and we cannot afford to be invisible at this time. At a glance, this new logo represents the true essence of Dominica, one that is easily recognizable and stands out on the world stage; one that is captivating and that, when seen, will undoubtedly and proudly showcase all that makes us the island of nature.

The Minister of Tourism further affirmed that with this new logo and a five-pillar strategy defined by her ministry which promotes aqua, agro, health and well-being, adventure, events and entertainment, coupled with improved and direct access to Dominica, “we will definitely increase visitor arrivals.

The Minister for Governance, Civil Service Reform, Citizen Empowerment, Social Justice and Church Affairs, Gretta Roberts, who represented the Prime Minister, also gave her support for the new brand and the new logo.

Roberts, who gave the speech, implored every Dominican to play their part in understanding and communicating the destination’s vision and positioning.

She said that in renaming the destination, all sectors of society must be reminded of their independent responsibility because, in her view, all Dominicans will benefit and not just the tourism industry.

“We are also the breadbasket of the Caribbean and if agriculture and tourism work together we can do so much more,” Roberts said. “We are also the originators of two musical genres, so if tourism works with the Ministry of Culture and the Ministry of Commerce to export that, we can do a lot more. By working together, we can create experiences and authentic products in many ways, and that’s what makes us unique.

She added that the new logo not only reflects the people and culture of Dominica, but also good governance, “confirmed by public opinion on the government’s competence, fairness and commitment to global issues. “.

In unveiling the new destination brand and logo, Kimberly King, Destination Marketing Manager at DDA, revealed that consultation and feedback from over 2,500 stakeholders and visitors conceptualized the bold new identity.

From the logo she explained, the different shades of green represent the lush, verdant landscape that covers the island. The rich purple accent color comes from the beloved sisserou parrot while the vibrant red showcases the rich Creole culture and deep heritage and the letters flow naturally, just like Dominica’s 365 rivers flow into the sea. The M she explained evokes the majestic mountain of Morne Trois Pitons.

King also shared that a series of activities will soon begin in the coming weeks aimed at educating, promoting and enforcing the Dominica brand message.

The logo will now be used in Dominica’s marketing campaign and included in all marketing, collateral material, print advertising and website development.

Dominica Hotel and Tourism Association (DHTA) President Avril Coipel said the new logo is a major step in the direction of Dominica’s recovery.

She encouraged all tourism stakeholders to bring the brand to life and personify the Dominica brand.