Brand, product development and marketing for Anguilla

The country of Anguilla in the Caribbean positions itself on four brand values of beaches, romance, food and people. However, there is a lack of experiences supporting the people dimension.

The Ministry of Tourism began developing five cultural heritage attractions to address the issue. SMA was contracted to prepare a Marketing Plan and marketing collateral (printed and digital) to support the attractions. Before this could be done, SMA had to go back and redefine the destination brand to accommodate cultural heritage, and brand it with a look and feel.

We conducted research and consultation with the Anguillan tourism, heritage and community leaders. We subsequently split the brand value of People into historic and contemporary. We analysed the historic stories and found links in historic character leading to contemporary character. Then we redesigned the concepts for the attractions to help them fit the brand and be positioned with clear competitive advantages.

We have not seen destination management concurrently integrate re-branding and product refinement before.