Amid vibrant brand marketing and inspiration from Saint Lucia, the New York Yankees continued their winning streak on Tuesday in the presence of 33 000 fans at Yankee Stadium. Among the attendees were tourism officials from Saint Lucia, including Tourism Minister Dr Ernest Hilaire, CEO of the Saint Lucia Tourism Authority (SLTA) Louis Lewis and Dexter Percil, the SLTA’s director for global marketing.
During the fifth inning of the Yankees’ Major League Baseball game against the Cleveland Guardians, Saint Lucia’s summer-style campaign ads were prominently displayed across the stadium and on television broadcasts.
This marks the second year of the SLTA’s strategic partnership with the New York Yankees.
Lewis said the partnership presented a wonderful opportunity to market the country.
“It’s a partnership that the Saint Lucia Tourism Authority has struck with the Yankees team in New York and it is one where we have access to the perimeter boards, and we had a pre- match exposition of Saint Lucia as a strategic partner with them,” he said. “Saint Lucia was also displayed on the perimeter boards during the break times and during the Innings,”
The CEO went on to say that this was about elevating the image and the awareness of Saint Lucia as the premier tourism destination in the Caribbean.
“We are the only country who have that sort of relationship with a Premier League team within the baseball league. It’s a partnership that has mutual benefits and is something that you know we are using to promote Saint Lucia and keep the interest in the destination very high,” he added.
Hilaire praised the initiative, calling the Yankees partnership “a fantastic achievement” for Saint Lucia’s global marketing strategy.
“Two premium brands – Saint Lucia, New York Yankees – and it really opens a whole new demographic for us,” he said.
“For us it’s a really exciting engagement that we have from merchandising as well as physical presence advertising within the stadium and it is another effort that we are making to extend Saint Lucia’s brand value in New York in particular and among followers of the New York Yankees. So we’re really excited about it.”
The minister pointed out that the US market was a significant one and it was important to continue promotion to encourage as many people as possible to visit next winter and beyond.
The New York Yankees on Tuesday beat the Cleveland Guardians 3-2 for their 11th win in 14 games.
I really don’t see how we will get value for money out of this. At the best a few people may visit our island from this initiative. But a four person delegation and the associated cost just doesn’t justify the undertaking of this ‘ so called’ marketing strategy.
But the former on use to travel way too much? Smh
The best marketing strategies are excellence in customer service, honesty, respect and well defined effective communication skills. When an individual is pleased with all components of your service …word of mouth 👄 will be in full operation and that makes all the difference.