NASSAU, Bahamas – “My Bahamas: Let’s make it better…again” – a national tourism awareness campaign, was launched Wednesday, September 12 by Minister of Tourism and Aviation, the Hon. Neko C Grant.
The campaign uses a combination of media strategy and community programs to focus attention on how vital tourism is to the national economic well-being.
“As tourism is everybody’s business and it takes all of us to ensure its success, I invite all Bahamians to embrace this cause,” Mr Grant said.
Leading stakeholders in tourism met at the British Colonial Hilton as Mr Grant unveiled the Ministry’s campaign package.
He was accompanied by Minister of State Branville McCartney, Director General of Tourism Vernice Walkine, and Permanent Secretary Archie Nairn.
The ‘My Bahamas’ logo comprises the Bahamas’ tourism brand identity (featuring all the islands) being served on a plate by a white gloved hand. It was designed by Tourism’s Kendal Major.
“Due to the nature of the tourism and hospitality industry,” said Mr Grant, “a decision was made to make impeccable service the focal point.
“The gloved hand symbolizes the sophistication and the dignity of our industry.”
Already banners have been set up at strategic points throughout New Providence and the islands featuring a single piece of a puzzle with the question “Where do you fit in?”
Jingles are employed to reinforce the theme; to show the importance of tourism to the national economy, radio advertisements will illustrate “The house that tourism built”; and television spots will pay tribute to tourism’s high performers.
Substantial public relations and field programs will also be underway “to ensure that the hard work that we are speaking about is also being tackled in the trenches in the real world,” said Mr Grant.
The Minister also announced partnerships with the Bahamas Out Islands Promotion Board, the Bahamas Humane Society, and the Department of Environmental Health Services.
Mr Grant encouraged Bahamians to take pride in their surroundings; keep their communities safe; render professional service; take advantage of untapped business opportunities; and, introduce innovative entertainment and attractions.
“We challenge each person to take a hard and honest look at ourselves, our attitudes, and whether our actions truly demonstrate a love and pride for this country and who we are,” said Mr Grant.
While The Bahamas remains competitive, having achieved various levels of international preeminence, slipping standards must be arrested, the Minister observed.
“We will be reaching out to every Bahamian,” said Mr Grant, “including every conceivable segment of the population to be part of our endeavors.
“A country does not become and remain great through sheer luck. It takes work, and ‘My Bahamas’ is an opportunity to show ownership of our country.”
