Local Alderley Edge-based agency, The Avenue, are the creative brains behind Saint Lucia Tourism Authority's new inspirational video campaign, 'She is Saint Lucia', which has received much praise since its release at the end of June. Tasked with creating a campaign that would welcome visitors back to the Caribbean island following months of travel restrictions, The Avenue took a bold, emotive approach, drawing on the fact that the island is the only country in the world to be named after a woman. This uniquely 'female' characteristic, along with other sensibilities like warmth and nurture set the tone for a powerful voice-over script accompanied by stunning visuals, resulting in a successful global campaign that has been shared across various digital platforms.
While The Avenue has been working with Saint Lucia Tourism Authority UK for several months, this is the first time the agency has been appointed to execute a project for the island on an international stage, having also been awarded the job over rival US-based creative agencies. Naturally, this has been a great achievement for a small but talented creative team. The importance of the task was not lost on The Avenue, whose responsibility was to create a campaign that would re-launch tourism on the island, which may prove to be pivotal for Saint Lucia's recovery in a post-lockdown world. What's more, the success of the campaign against the backdrop of what has been a testing time both within and outside of the marketing industry has served to prove the breadth of the agency's capabilities and that the demand for strong creative work is always high, irrespective of the socio-economic climate. Having worked repeatedly with high-end travel and property brands, the agency is well placed to understand the luxury lifestyle sector and in this instance, the psyche of discerning travellers; an insight that has no doubt contributed to their recent success.