A New Branding Strategy for Montserrat in the Works

Tourism Consultant Jasmine Garraway, Entertainer Kulcha Don, Hon. Speaker of the House Shirley Osborne
Tourism Consultant Jasmine Garraway, Entertainer Kulcha Don, Hon. Speaker of the House Shirley Osborne

Last Friday, a cross-section of professionals from a variety of industries met with the consultants designing a new brand strategy for Montserrat.
TPA Consultants under the direction of Jasmine Garraway has been tasked with revamping Montserrat’s tourism plan and brand strategy.
The purpose of the session was to get local input into the creation of a unified brand identity that will expertly position Montserrat in key target markets, maximize exposure and enhance awareness.

The session was led by two consultants from Cheryl Andrews Marketing; Art Director/Creative Strategist Mr. Dan Fickett and Account Executive/Director of Client Development Ms Jennifer Johnson.

Johnson shared examples of other island brands pointing out good and bad elements in each and what would be necessary to create a recognisable image for Montserrat. The brand, she said would need to stand the test of time and not be changed too quickly before the market has been able to know it and identify it as a call to action to visit Montserrat.

The consultant led participants in activities centred around four pillars which would make up the island’s tourism vision.

Fickett will take the ideas presented from the group and conceptualise an image and colour scheme which will represent the island’s tourism image across multiple platforms.

The consultants intend to have the concepts ready by January 2016 for review by the Government of Montserrat and stakeholders.

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