“Lift Your Senses” Theme Draws on Iconic, UNESCO Heritage Pitons New Hotel and Product Developments Announced Saint Lucia (January 21, 2013) – The Saint Lucia Tourist Board today unveiled a striking new brand campaign themed, “Lift Your Senses,” that captures vacation moments in a fresh, journalistic style. Designed to evoke an emotional response, the campaign portrays the essence of Saint Lucia as an island that literally lifts visitors’ five senses - sight, taste, hearing, feel and smell. The campaign was created by ISM, the award-winning Boston-based travel and lifestyle marketing firm, in close collaboration with the Saint Lucia Tourist Board. “From strategy development through to execution, the ‘Lift Your Senses’ campaign truly captures what sets Saint Lucia apart from other Caribbean destinations in a way that we believe will differentiate our island in an extremely crowded competitive set,” said Louis Lewis, Director of Tourism for the Saint Lucia Tourist Board, in making the announcement. Presented in a series of vignettes, the campaign brings the reader or viewer closer to the on-island experience through a combination of close-up shots and experiential imagery. Headlines tie each of the five senses to the variety of ways to stay and play on Saint Lucia to reach romance/bridal, family, adventure/dive, yachting and other key markets. Conversation within the body copy ties back to the central idea that Saint Lucia “lifts” all the senses. “Saint Lucia is such a rich destination of natural beauty, symbolized by the majestic Pitons, exceptional hospitality and commitment to service and mix of hotel product,” said Nerdin St. Rose, Vice President Marketing & Sales for the Saint Lucia Tourist Board. “’Lift Your Senses’ taps a variety of experiences to provide an ideal platform to connect with diverse groups of travelers in each of our target markets.” The new campaign will break in January with online advertising initially followed by print placement in major consumer publications and television to be launched later in the year. New collateral was officially rolled out for tour operators at the Caribbean Travel Marketplace, held on January 20 through January 22 at Atlantis, Paradise Island, and is available for distribution in North America. New Hotel Developments Announced: Louis Lewis also detailed newly proposed hotel development and recent hotel improvements which expand Saint Lucia’s product diversity while also increasing room inventory. The newest announcement is that Six Senses, the global company with luxury operations in Europe, Asia and Africa, will assume management operations of Freedom Bay St. Lucia, a luxury hotel and spa resort with private residences. Located in Malgretoute, within a UNESCO World Heritage Site based at the foot of the Pitons in the south-west, construction of what will become Saint Lucia’s first LEED Silver resort will begin in the second quarter of 2013 with completion in two years. This marks Six Senses’ first presence in the Americas. In December of 2012, The Jalousie Plantation completed its rebranding as Sugar Beach, a Viceroy Resort, with extensive additions and renovations that exceeded $100 million. The project included 59 new luxury villas, new restaurant, bar, Beachfront Bungalows and renovations to the Palm Court, Rainforest Spa and 11 luxury Sugar Mill rooms. A new breakfast restaurant and three additional Sugar Beach Residences will open in early 2013. Among other recent hotel news, Elite Island Resorts re-launched the St. James Club, Morgan Bay, the former Morgan Bay Beach Resort, in November 2012. Renovations included swimming pools, upgrades to bar areas, new décor and installation of flat screen televisions in all 310 guest rooms and suites. For more information about Saint Lucia as an award winning destination, please visit http://stlucianow.com, call 1-800-4STLUCIA or become a fan on Facebook at www.facebook.com/SaintLuciaTouristBoard. About Saint Lucia One of the Windward Islands of the West Indies' Lesser Antilles, Saint Lucia (pronounced Saint LOO-sha) is nestled halfway down the eastern Caribbean archipelago. The "Helen of the West Indies," Saint Lucia is known for its natural beauty and diverse attractions, including the signature Piton Mountains - a UNESCO World Heritage Site - a tropical rainforest and one of the world's few drive-in volcanoes. Culturally rich offerings include the bustling marketplace in the capital of Castries, quaint fishing villages along the coastline, and the annual Saint Lucia Jazz festival. Saint Lucia's wide range of accommodations includes world-class five-star resorts, all-inclusive resorts, intimate inns and value-oriented properties.