The Islands of The Bahamas wanted to rebrand and present their country to the world as the preferred sun and sand vacation destination. A branding system was created that would be used by the country, many individual islands, and numerous private and public sector entities. Many business metrics have been impacted: brand saliency, number of visitors, length of stay, and dollars spent—which is tremendous for a country that derives nearly 60% of its gross domestic product from tourism.
“When we looked at the solution we said: ‘That’s exactly what should have been done!’ It was obvious. But nobody had done the obvious before.”
Minister of Tourism, The Islands of The Bahamas