Cayman Lacks Identity, StudySays
Tourism officials met here Thursday to kickoff the public comment and question portion of a new marketingcampaign that will be cropping up this fall in newspapers, magazineand television advertisements throughout the world.
Tourism officials are developing a new identity,or "brand," for the Cayman Islands.
Approximately 50 officials and concernedcitizens attended the Re-branding Update Meeting that was heldin the Galleon Ballroom of Westin Casaurina Spa & Resort.The re-branding effort, which was suggested last year by Government,is meant to establish a specific appeal or identity that Caymancan use to market itself to, most specifically, the United States,the United Kingdom and Europe.
During the meeting, Mr. Steve Yastrow, arepresentative for a United States-based marketing firm, unveiledthe findings of a six-week long research project he conductedwith about 80 local people.
The project involved intense questioningof focus groups.
The questions dealt with, for the most,the appeal of Cayman, or lack there of.
According to the groups, Mr. Yastrow said,the Cayman Islands - and Caymanians in general - lack one importantthing necessary to draw much-needed visitors to the islands ---a clear and inviting identity. Thus, a call for re-branding whatthe Cayman Island represent, and who the people here are.
Mr. Yastrow said every individual resident,as well as expatriates could help with the marketing initiativeby serving to reinforce the new brand when it is revealed.
He said it is up to the people here - aswell as the natural resources - to provide a unique experiencethat leaves a lasting impression on visitors.
The groups also reported that Cayman islosing its character and Caribbean feel.
"This issue of lack of local charactercame up in every focus group," he said. People in the focusgroups said, "Our product is not Caymanian or Caribbean,it is American."
A few people said the Cayman Islands are,"one step away from Florida," he said.
After Mr. Yastrow's presentation of findings,Mrs. Pilar Bush, United States director of sales and marketing,said that on a whole, the Cayman Islands is an exceptional group.She said people should celebrate the eclectic community, and becomea "tapestry of unique and meaningful experiences" tovisitors.
Ms. Bush said another major goal of tourismindustry should be to leave a lasting impression on visitors.
The Hon. McKeeva Bush, who also addressedthose in attendance, said it is everyone's duty to reinforce Cayman'snew brand --- which will be unveiled in the fall --to turn thestumbling tourism industry around.
Citing the 2001 terrorist attacks in theUnited States, and the subsequent news stories concerning flightsafety that appear on television, he said, "We must workharder, together, to create a compelling reason for people toovercome these fears and the increased scrutiny associated withair travel, so that they visit our shores."