TORONTO — Saint Lucia has a new look for its logo and branding, moving the island’s image away from sun, sea and sand and focused instead on the destination’s beauty, romantic appeal, culture, lush landscapes, friendly people and their love for their island.

The move follows the formation of the newly instituted Saint Lucia Tourism Authority (SLTA), which saw the passage of new legislation and the restructuring of the Saint Lucia Tourist Board to a more business oriented, agile and results driven entity.

The SLTA says it engaged the services of Translation LLC, a New York based creative agency, to develop a platform that would distinguish the island from all other Caribbean destinations and highlight its unique appeal.

Saint Lucia’s new logo

The new call to action is the tag line: ‘Saint Lucia, LET HER INSPIRE YOU’.

The new brand platform seeks to present the island’s distinctiveness, increase demand and promote more compelling reasons to travel to Saint Lucia, inspiring more visitors, says Saint Lucia’s Minister for Tourism, Hon. Dominic Fedee.

“We are elated about our new branding. We believe this branding speaks not only to the current visitor experience, but also to our desires and current efforts in creating a sustainable and incomparable tourism product,” he said.

The roll out of new marketing campaigns accompanies the rebranding reveal along with the launch of the second annual SOLEIL Saint Lucia Sumer Festival and a Food & Rum Festival this January.