Montserrat begins its exciting new start with re-brand led by London-based leading Caribbean real estate and destination marketing specialists
July 2012: In the first step of its exciting re-launch and as plans for a new capital town and tourism drive gather pace, the Caribbean island of Montserrat has unveiled a new brand identity. With the new look soon to be rolled out both online and offline, this re-branding process has been led by luxury Caribbean real estate and destination marketing specialist 7th Heaven Properties who worked with a wide selection of local stakeholders to establish the island’s new identity.
The re-branding is the initial phase of a new high-end, low-density tourism strategy that aims to attract private sector investment into the new capital at Little Bay and to encourage visitors to the island.
British Overseas Territory Montserrat currently attracts a relatively small but dedicated number of overseas visitors. Montserrat entered the international spotlight when Beatles producer Sir George Martin opened the iconic AIR Studios in Montserrat in 1979 and music stars such as Sir Paul McCartney, Sir Elton John, Sting and Eric Clapton came to record on the island. Many of these artists fell in love with Montserrat and returned year after year, some investing in holiday homes.
Through their research with local stakeholders and repeat visitors to Montserrat, 7th Heaven Properties identified that Montserrat’s appeal lies in its offer of tranquillity away from the crowds surrounded by warm, welcoming people and dramatic natural beauty; the new identity has been designed to reflect these assets.
In addition to the island as a whole, an identity for the new capital at Little Bay and port at Carr’s Bay has also been developed.
The logo – which incorporates a Celtic Five Circle Symbol – takes inspiration from the surrounding natural beauty, the new capital’s role as a future port town and the island’s Irish heritage. Having been inhabited by Irish settlers in the 17th Century, Montserrat retains strong links with the Emerald Isle; St Patrick’s Day is a public holiday, the national colours are green and orange and Irish place names and family names are commonplace. Additionally, the interlocking circles reference the elements of nature, ever present in this stunning island, and represent the points of a compass.
The former capital and its port were destroyed by the island’s volcano and the development of a new capital town and port in the North, an area protected from the volcano, are central to plans for Montserrat’s economic development. The Government of Montserrat believes the new identity and strapline “Relaxation Refined” will be fundamental to re-positioning the island, raising its profile and attracting private sector investors.
John Cox, Director of the Montserrat Development Corporation said:
“The Government of Montserrat is delighted with the new tourism identity for Montserrat. The branding reflects the islanders’ view of the tranquillity and friendliness to be found in Montserrat; essentially, the Caribbean as it should be: “Relaxation Refined”. The new branding will help attract investments in tourism and other sectors.”
Robert Cooper, Director of Branding at 7th Heaven Properties, which has been working very closely with the Montserrat Development Corporation on plans for the new capital town also commented:
“Outside the island, Montserrat is primarily known for its volcano and for AIR Studios. However, the primary reason repeat visitors continue to come back to Montserrat year in year out is because it offers total relaxation, peace and quiet against a backdrop of lush, green mountains and sensational sea views. The new branding reflects this unique offering.”
See the Montserrat Government website for more info on the Montserrat’s new brand identity.