Declaring that it has adopted “the Royal Standard” of investment promotion and facilitation, Invest Saint Lucia (ISL) has officially announced its rebranding as a national agency, striving to succeed for the benefit of all Saint Lucians.
Officials of ISL presented the new brand as a “culture change”, rather than just cosmetic change.
Chief Executive Officer, Roderick Cherry, said that under the new tagline, “Make It Your Own”, a re-focused ISL will promote more aggressively the island’s natural and physical attributes, along with the economic advantages, such as a stable business environment to targeted sectors and investors.
The rebranded Invest Saint Lucia will pay greater attention to local investment, consistent with ISL’s mandate to create economic activity and employment, said Chairman of Invest Saint Lucia, Pinkly Francis. This was necessary, mindful of the perception among Saint Lucians that the entity focuses on attracting foreign direct investment and less on local investment. He said that the facilitation process that ISL provides is the same for national and foreign clients.
Mr. Francis and his board were congratulated by Prime Minister Honourable Allen Chastanet for ISL’s many initiatives, saying that the brand they had created had been developed from the actual work of attracting investment in Saint Lucia.
Royal blue and gold will be ISL’s new brand colours to convey the image of Saint Lucia as a crown jewel. Better inter-agency collaboration, new dynamic marketing materials and an annual investment awards, which will recognize both investors and agencies who have demonstrated excellence in service delivery, are some of the tools that will give expression to the ISL brand.