President of the Democratic Labour Party (DLP), Verla de Peiza feels Barbadian taxpayers should get their money back after the job done by the Barbados Tourism Marketing Inc. (BTMI) in relaunching the island’s tourism product.
Her comments come after it trended on social media over the weeked that BTMI’s “Little Island, Big Barbados” theme was not original, and had been previously used by at least six international jurisdictions also looking to market their tourism products to the world.
“Barbados’ taxpayers were appalled to learn last week that this country paid approximately three quarters of a million dollars for a tourism promotion tag line that other countries already use,” the DLP leader said. “It is alleged that we forked out approximately US $375,000 (BDS$750,000) for the tag line, ‘Little Island, Big Barbados’.”
De Peiza, the DLP’s first female leader, said the BTMI needs to tell the country exactly how much this faux pas cost Barbadians.
“We also deserve to get back every cent,” she said.
She added Barbados is accustomed to using tag lines that the world admires.
“They were unique,” she said. “They were memorable. They evoked all the images we as a holiday destination wanted to convey to the globe. ‘Tourism Is Our Business- Let’s Play Our Part’ and ‘Barbados: Just Beyond Your Imagination’ still remain top of mind to this day. Barbados has a brand personality that millions can relate to; we just required a tag line to robustly reflect that personality.”
The Dems leader said using a tag line that other destinations are working to the bone is a misstep, and cited Bermuda, Taiwan, Jersey, Bequia, Slovakia, Malta, Jamaica and Micronesia as countries which had worn the theme thin.
“The BTMI obviously was not minding its business,” De Peiza said.
“We are now hearing from the BTMI chairman Roseanne Myers that there will be an ‘internal investigation’ into the fact that our marketing initiative is not original.
“Please note this follows the Tourism Minister Lisa Cummins’ earlier stout defence of the same tag line.”
The Dems candidate for St. Lucy said the development was just one in a series of blunders from the current administration and they are happening in established ministries with well-qualified and experienced team members who have assisted in the country’s superlative achievements over the years prior.
“Why are we now failing at the simple things?” she said. “Barbados can and must do better. But right now we the taxpayers should get that money back.”
(BA/PR)
