In a striking departure from conventional Caribbean marketing, the island of Nevis is embracing a bold black-and-white aesthetic, moving away from the typical vibrant colors associated with tropical paradises.
As Caribbean Week commenced in New York, Mark Brantley, the Premier of Nevis, shared insights with Travel Weekly about the island’s innovative marketing campaign aimed at attracting the luxury market. The initiative, developed by Nevis Naturally, focuses on creating an emotional connection through timeless imagery that evokes nostalgia.
The Vision Behind the Campaign
Brantley expressed his desire to transport potential visitors to a romanticized version of the Caribbean, reminiscing about “how the Caribbean used to be.” By invoking a sense of timelessness, he aims to position Nevis as the ultimate destination for those seeking seclusion and bespoke experiences.
“If you want seclusion, if you want courtesy, if you want that bespoke experience, then Nevis is the place to go,” Brantley emphasized, highlighting the island’s focus on exclusivity and luxury.
Understanding the Luxury Traveler
The campaign is partly inspired by the guests who have already discovered Nevis on their own. Brantley noted, “Guests who come to us can afford to go anywhere, so why do they come to us? It’s how we make them feel, and that’s what we’re trying to capitalize on.”
With aspirations to elevate the island’s profile, Brantley remarked, “We want the world to take notice. It’s time to make a bit more noise. It’s time that Nevis becomes part of the conversation.” This conversation is particularly sought after in elite social circles, including dinner parties in prestigious locations like New York’s Fifth Avenue.
Investments and Developments
While Nevis is known for its tranquility—boasting no stoplights or fast-food chains—future plans include a private jet facility, further enhancing its appeal to high-end travelers. The island has experienced a surge in villa construction, with investments reaching up to $40 million in luxury homes. Brantley remarked, “Nevis is the kind of place where you escape the hurly-burly of success.”
Post-COVID, the Premier highlighted the renewed focus on family and quality time spent together, emphasizing that visitors are looking for serene escapes from their bustling lives in cities like New York, London, and Los Angeles.
A Unique Marketing Approach
Brantley’s black-and-white campaign aims to evoke emotional resonance, drawing inspiration from the elegance of bygone eras. “Imagine Greta Garbo or one of the greats from that era in a beautiful gown in a beautiful bar,” he suggested. “It’s emotion. We’re trying to bring that back, and I think that’s beautifully done in black and white.”
A Future of Anticipation
As Nevis embarks on this new marketing journey, Premier Brantley remains optimistic yet candid about its potential impact: “As I said to our team, this is going to be a huge hit. Or a huge miss.” Only time will tell how this innovative approach will resonate within the competitive luxury travel market.
For more on Nevis and its upcoming offerings, explore the official site of the island at Nevis Island.
