The Tobago Brand
Our Brand Strategy
Thank you for taking the time to get to know Tobago, and for supporting our goal to increase the number of visitors to the island.
Tourism is the main driver of the economy and with the Long-Haul Market looking flat for the next few years, there is fierce competition with destinations chasing the same travellers. In this section of our website you can read all about our exciting new brand launch. We believe it’s the start of a positive transition for Tobago.
We want Tobago to be a stand out destination in its own right and have used the island’s unique character and features to guide our creative and messaging exploration. Our research has shown that 1.2 million online conversations did not include the name of a specific destination.
This represents an opportunity to establish Tobago in the minds of our potential visitors, therefore our strategy focuses on these ‘great undecided’, plus two specific groups – so-called SuperBoomers and DINKYs (Dual-Income No Kids Yet).
We know these groups have the means to afford a Caribbean escape, but also the inclination to find something different, somewhere that feels off the beaten track, somewhere that gives them the feeling of discovering a place for the first time.
Tobago is naturally unspoilt and untouched, with a vibrant, authentic Caribbean culture just waiting to be discovered. Read on to find a brief outline of what we’re doing creatively and strategically to help make Tobago an even more desirable location for travellers. So please take a look and see how we’re taking Tobago beyond ordinary.
Louis E. A. Lewis
Chief Executive Officer | Tobago Tourism Agency Ltd
The Brand Story
Everything that you’ve ever dreamed about the Caribbean can be found in idyllic Tobago – a warm welcome from friendly locals going the extra mile to make you feel truly at home, secluded white sand beaches lazily lapped by sky blue oceans, the distant sound of music drifting on a warm tropical breeze, breathtaking natural beauty and striking wildlife.
Tobago is the unspoilt, untouched Caribbean island where the undiscovered waits around every corner. What may surprise you more, are the 101 unforgettable activities, authentic experiences and thrilling adventures that take you beyond ordinary.
So, what are you waiting for – explore the extraordinary. Tobago beyond.
How we arrived at our strategy
To establish how Tobago is currently viewed by tour operators and travel agents we conducted a research programme. In our research we established three core insights:
- Since most travellers have little knowledge of the island it tends to be sold as the classic Caribbean experience with a slightly lower price point reflecting its accommodation inventory.
- Visitors want a ‘Beach+’ holiday – great beaches are valued highly, but equally, so are multiple activities. There is plenty to see and do on the island and Tobago does have its own distinct culture, though this is a difficult concept to capture in advertising as it has to be experienced.
- The core appeal of Tobago lies in its lack of commercialism. It is truly unspoilt, much less developed, friendly, fun, and authentic. “It is how the Caribbean used to be”.
From the insights it became clear that what were initially seen as the things holding tourism back – lack of development, accommodation inventory, relatively low levels of commercialism – were the island’s greatest assets.
We’ve distilled this thinking into the three pillars of our new brand: unspoilt, untouched, undiscovered. This is also reflected in the brand story, the creative and the messaging.
The first thing we think of when we say Caribbean escape – beautiful sand beaches and crystal-clear waters.
Here we talk about Tobago’s opportunities for water adventures from diving, to paddle-boarding to boat-trips and the secluded nature of the island’s stunning beaches. A little-known fact – there are 42 different types of sand on Tobago!
Tobago’s lush and protected rainforest is the island’s emerald blanket. Venture beyond the treeline and you’ll be rewarded with glimpses of the island’s natural wildlife and chances for thrilling adventures.
This segment gives us the opportunity to talk directly to nature lovers, thrill-seekers and specific interest groups like birders who flock to see the white-tailed sabrewing hummingbird and the rufous-vented chachalaca, or cocrico, (Tobago’s national bird) – just two of the island’s 260 bird species.
In Tobago you’ll find the perfect backdrop for a romantic escape or your dream barefoot beach wedding. The island is made for two with stunning scenery, romantic bolt hole accommodation and many on-island services which offer wedding planning packages, giving couples the opportunity to have their wedding, their way.
Tobago has a fascinating history. Its heritage, vibrant culture and relaxed people make it an attractive proposition for travellers who want to get the true flavour of their destination – whether that’s tasting local foods (crab and dumplings are a must!), venturing to historic colonial forts, attending the famous Buccoo Goat and Crab Races or whiling away an afternoon liming like a local