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.
The new nation brand would therefore seek to challenge these current but, outdated perceptions, inviting the world to discover the real Cayman Islands.
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…
Lansons’ creative team went on to develop 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 devised to support the brand, centred on a domestic campaign to engender national pride and give true ownership of the brand to the people of Cayman.
Cayman Is… was unveiled at the Dubai World Expo in 2022 and was recently shortlisted for an industry award.