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CASTRIES, Saint Lucia -- The Saint Lucia Tourist Board on Monday unveiled a striking new brand campaign, themed “Lift Your Senses,” that captures vacation moments in a fresh, journalistic style. Designed to evoke an emotional response, the campaign portrays the essence of Saint Lucia as an island that literally lifts visitors’ five senses -- sight, taste, hearing, feel and smell.

The campaign was created by ISM, the award-winning Boston-based travel and lifestyle marketing firm, in close collaboration with the Saint Lucia Tourist Board.

“From strategy development through to execution, the ‘Lift Your Senses’ campaign truly captures what sets Saint Lucia apart from other Caribbean destinations in a way that we believe will differentiate our island in an extremely crowded competitive set,” said Louis Lewis, director of tourism for the Saint Lucia Tourist Board, in making the announcement.

Presented in a series of vignettes, the campaign brings the reader or viewer closer to the on-island experience through a combination of close-up shots and experiential imagery. Headlines tie each of the five senses to the variety of ways to stay and play on Saint Lucia to reach romance/bridal, family, adventure/dive, yachting and other key markets. Conversation within the body copy ties back to the central idea that Saint Lucia “lifts” all the senses.

“Saint Lucia is such a rich destination of natural beauty, symbolized by the majestic Pitons, exceptional hospitality and commitment to service and mix of hotel product,” said Nerdin St Rose, vice president marketing and sales for the Saint Lucia Tourist Board. “’Lift Your Senses’ taps a variety of experiences to provide an ideal platform to connect with diverse groups of travelers in each of our target markets.”

The new campaign will break in January with online advertising initially followed by print placement in major consumer publications and television to be launched later in the year. New collateral was officially rolled out for tour operators at the Caribbean Travel Marketplace, held on January 20 through January 22 at Atlantis, Paradise Island, and is available for distribution in North America.

New hotel developments announced

Lewis also detailed newly proposed hotel development and recent hotel improvements, which expand Saint Lucia’s product diversity while also increasing room inventory. The newest announcement is that Six Senses, the global company with luxury operations in Europe, Asia and Africa, will assume management operations of Freedom Bay St Lucia, a luxury hotel and spa resort with private residences. Located in Malgretoute, within a UNESCO World Heritage Site based at the foot of the Pitons in the south-west, construction of what will become Saint Lucia’s first LEED Silver resort will begin in the second quarter of 2013 with completion in two years. This marks Six Senses’ first presence in the Americas.

In December of 2012, The Jalousie Plantation completed its rebranding as Sugar Beach, a Viceroy Resort, with extensive additions and renovations that exceeded $100 million. The project included 59 new luxury villas, new restaurant, bar, Beachfront Bungalows and renovations to the Palm Court, Rainforest Spa and 11 luxury Sugar Mill rooms. A new breakfast restaurant and three additional Sugar Beach Residences will open in early 2013.

Among other recent hotel news, Elite Island Resorts re-launched the St James Club, Morgan Bay, the former Morgan Bay Beach Resort, in November 2012. Renovations included swimming pools, upgrades to bar areas, new décor and installation of flat screen televisions in all 310 guest rooms and suites.

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