The Cayman Islands

The Cayman Islands, a British Overseas Territory is famous as both a tropical paradise and a major international financial centre. Working with The Cayman Islands government over two years we developed a campaign to help shift perceptions and transform their nation's reputation.

Campaigns

Government

The Brief

Creating a new nation brand, inviting the world to look again and rediscover the real Cayman Islands.

The Cayman Islands is usually seen in one of two ways. As a tax haven, or a tropical paradise. These two extreme views create a reputational challenge for the country, which seeks to be seen as so much more - a melting pot of opportunity, and a great place to live, work and visit.

A new nation brand would therefore seek to challenge these current but, outdated perceptions, inviting the world to discover the real Cayman Islands.

Our Approach

A four-phase international marketing, reputation strategy and activation plan supported the launch of the new Cayman nation brand– Cayman Is…

The project benefitted from the contributions of 85 representatives of the country’s public and private sectors, culture and Cayman life. Overlaid with an extensive communications and international media audit, this insight informed the creation of a brand strategy and core value proposition, and the new Cayman nation brand was born – Cayman Is…

Working in partnership with creative consultancy, We Do Co, we developed a full suite of brand assets, image library, style guide, brand film, and supporting narrative, all housed in an online brand hub.

A four-phase international marketing and reputation strategy and activation plan was then deployed to bring the brand to life, centred on a domestic campaign engendering national pride and giving true ownership of the brand to the people of Cayman.

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