• by Fern Siegel , April 12, 2024

Big Idea Advertising has launched a rebrand for the St. Maarten Tourism Bureau.

This is its first initiative as the island’s agency of record. The branding includes a new logo and a new tagline — "Twice the Caribbean" — which salutes the island's dual French and Dutch heritage.

"Post-pandemic, travel and tourism have become more competitive than ever, with travelers seeking new destinations and authentic experiences. Our rebrand addresses that craving by moving away from generic marketing to telling the real stories of St. Maarten, its people, its hidden gems and the vibrant blend of French and Dutch cultures that makes this island unique — in the Caribbean and the world," Steve Defontes, founder-president of Big Idea Advertising, told Agency Daily.

Defontes said the new logo’s vibrant color and design are born from facets of St. Maarten's culture and history.

The green and blue shapes represent the ocean and nature. The unique shape of the brown pelican, its national symbol, and the shape and color of yellow sage, the island’s national flower, are embedded in the logo design.

The new St. Maarten brand identity can be seen on its Instagram (@vacationsstmaarten) and X (@vacationsxm) social-media accounts, as well as in print and targeted digital advertising in the U.S., via Google and Expedia, to reach potential travelers. 

The brand creative will also be presented at upcoming travel trade shows in the U.S., Canada and Europe. There will be a national awareness program in Amsterdam and strategic out-of-home activations in Times Square, New York and Miami, among other key cities.

For the first quarter of 2024, St. Maarten tourism reported a 21% year-over-year hike in visitors versus 2023 data, according to Travel and Tour World.

Big Idea Advertising has offices in New York and Miami. Its roster includes the Antigua and Barbuda Tourism Authority and the Anguilla Tourist Board.