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Grenadian Gold kicks off marketing push

Posted by Paul Kandarian  September 14, 2012 09:29 AM

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Kirani James won Gold at the Olympics this summer in the men's 400-meter race. It also gave Grenada tourism officials a hook. To showcase what they call the humble and gracious spirit of the Grenadian people on the tiny Caribbean island, demonstrated to a worldwide audience by James (wearing number 7 in photo), the tourism department launched a campaign targeted to reinforce the key brand message for potential visitors.
 

kirani james.jpgCapitalizing on this selling point for the nation, the board of tourism developed a short-term, web-based campaign aimed at turning heightened name recognition into visitors. Called "Celebration of Kirani: Celebration of Grenada, the campaign incorporates a specially designed logo featuring Kirani James carrying Grenada's national flag with the tagline, "Grenada: Gracious Every Day," rolled out in an integrated approach on Grenada Tourism's website, digital advertisements and social media pages. Among the elements included in the campaign are: a "Quote of the Day" initiative utilizing quotes about Kirani from traditional and social media; an island tour of Kirani's Top 10 things to do and see on Grenada; weekly press releases; social media posts; and a video program featuring footage of Kirani's September 1-3 homecoming

"Since Kirani James' Gold Medal Olympic win and his highly publicized gesture of goodwill toward fellow competitor Oscar Pistorius have elicited such an emotional response from people around the world, we have initiated a campaign to capitalize on the awareness built for Grenada as a result," said Dr. George Vincent, Minister of Tourism, Civil Aviation and Culture. "When he asked to exchange bibs, his magnanimous and unpretentious spirit became reflective not just of his own personality, but that of all Grenadians as genuine, warm and friendly, thereby increasing the appeal of the island as a desirable vacation choice."

Check it all out at www.grenadagrenadines.com, as well as Facebook, Twitter, Flickr and YouTube.

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