The launch of “The Mocko Jumbie,” is the first step in a rollout of the destination’s new branding and marketing materials to debut in 2009.
“We decided it was time to adapt to the changing marketplace and develop a new logo and branding that truly represents the U.S. Virgin Islands and symbolizes the unscripted vacation experience that comes with having three very distinct islands and a variety of unique experiences to choose from,” explained Commissioner of Tourism Beverly Nicholson-Doty. “The Mocko Jumbie character symbolizes the vibrancy of our people and our culture, while the stars represent the enchanting and individual spirits of St. Croix, St. Thomas and St. John.”
As a result of September 11, 2001, the Department of Tourism focused its communication efforts on the familiarity of the U.S. Virgin Islands for Americans with a logo depicting a stylized US flag and the words “America’s Caribbean.”
Following months of rigorous market research and focus group sessions conducted by Atlanta-based advertising agency, J. Walter Thompson, the Department of Tourism learned that while the “American” aspects of the islands remains important to consumers, what is more compelling are the wide range of experiences available, the balance between opportunities for interaction versus seclusion, and the natural beauty of the islands.
The logo is the first step in a larger brand repositioning for the territory which is designed to highlight the “unscripted Caribbean experience” offered in the U.S. Virgin Islands.
The branding transition will culminate in January 2009, when all of the new branding elements will be used together for the first time with the launch of a new website for the Department of Tourism.
The new logo will soon begin appearing in a number of high-profile publications, meanwhile, branded materials and all marketing communication will incorporate the new logo following the website introduction.