Story
The challenge laid out by the tourist board here was to help transform the perception of St Helena, the best kept secret of the Atlantic, into a destination for adventure tourists.
Hard to reach and only really visited by cruise tourists for quick stop-offs, the destination brand team wanted to attract more of higher value adventure tourists to stay for longer.
To do that we would need to show a wider variety of adventure activities, a greater range of geography and differentiate the island within its consideration set.
Elements connected
After consulting with the St Helena tourist board, I created a brief aimed at establishing a new library of assets that the tourist board could use in their own marcomms but that were also attractive to their PR agency and media partners.
The style, tone and subject of the new asset set would be critical so I worked carefully with a trusted photographer (Jethro Kiernan) who not only deeply understands adventure traveller’s motivations but whose style of landscape shooting is naturally inflected with drama and emotion.
I knew also that Jethro’s eye for colour combinations would help show the St Helena range of landscapes in a new light, and that his body of work shooting industrial environments and remote outposts would bring an additional grit and steeliness to the island’s visual identity as we evolved it.
Outcomes
Together we built a library of stills and clips that has been picked up and used across their marketing.
The process of creating this material was a way to evolve the place brand identity by co-creating the assets with the local community – and help them feel like co-owners of the identity being projected to the world.
GET IN TOUCH:
matthewjpink@gmail.com
