DOMINICA TOURISM

Dominica is a Caribbean island with no white sand beaches, no luxury resorts, no casinos and no nightlife. Plus it’s hard to get to. What Dominica does have is a UNESCO World Heritage Site rainforest, a mountainous national park that encompasses about one third of the island, the world’s second largest sulfurous lake, and the last indigenous Carib population in the world.

We advised the island’s tourism officials to lean into their unique flora and culture, targeting people looking for a Caribbean escape a little more off the beaten path. We rebranded the country with a new logo, tag line, positioning and brand message that turned the island’s perceived weaknesses into strengths. We were happy to see a 17% jump in tourism after our rebranding efforts.