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Monday, October 9, 2006
Dominica has officially dropped the word Caribbean from its marketing slogan The Nature Island of the Caribbean in favour of a new tag which officials say will help attract more visitors to its shores. The islands Tourism Ministry opted to change the branding after research by the Green Team out of the United States showed that the word Caribbean contradicted the image of the type of product that Dominica wanted to promote. According to researchers, Dominica is not viewed by interested travelers as being a typical sun sea and sand Caribbean destination, but rather a nature destination that happens to be in the Caribbean. The research revealed that the typical visitor was looking for new and unexpected experiences, and were lured by the possibility of the unknown. Minster of Tourism, SenatorYvor Nassief, said it was necessary to come up with a tag line to portray the uniqueness of Dominica and distinguish it from its competitors. Hence the change from the nature island of the Caribbean to the new slogan 'Defy the Everyday- the Nature Island of Dominica.'
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