Embracing the spirit of innovation and evolution, the Caribbean Hotel & Tourism Association (CHTA) has unveiled a bold rebranding campaign, marking a new era of distinction in Caribbean hospitality. Unveiled at the Caribbean Travel Marketplace in Montego Bay, Jamaica, this rebranding effort showcases a modern design and a vibrant new website, crafted by The Anything Group (TAG).
The fresh look embodies CHTA’s unwavering commitment to highlighting the region’s charm while upholding its prominent position in the Caribbean hospitality sector. “CHTA’s rebranding embraces the spirit of innovation and evolution, signaling a bold departure from convention while honoring and embracing the rich heritage and culture of the Caribbean,” stated Vanessa Ledesma, Acting CEO and Director General of CHTA. “Our new look and website highlight our dedication to celebrating our region’s unique identity while positioning ourselves at the forefront of industry innovation.”
CHTA President Nicola Madden-Greig expressed the association’s dedication to strengthening its digital and brand presence, ensuring it continues to serve the industry with excellence. “We extend our gratitude for the continued support of the Caribbean hospitality and tourism sector. Thank you for joining us on this journey of renewal and growth. Together, let’s embrace the spirit of the Caribbean as we embark on this exciting new chapter,” said Madden-Greig.
The new logo, featuring a spiral at the heart of a starfish, symbolizes the Caribbean’s interconnected network. Each color in the logo represents a unique aspect of the region’s diverse qualities. The deep ocean blue signifies the expansive sea, while royal blue captures the region’s vibrant energy. Turquoise reflects the iconic Caribbean waters, palm tree green symbolizes the essence of nature, lemon yellow represents the joy of the people, and coral embodies the warmth and hospitality of Caribbean culture.
The redesigned website offers a seamless and user-friendly experience. By consolidating information into fewer microsites, navigation is simplified, ensuring users can easily grasp the content before exploring further. The streamlined design and well-organized content aim to provide visitors with quick access to essential information about the Caribbean hospitality industry.
“I’m thrilled that TAG was chosen to collaborate with CHTA on various projects aimed at enhancing the Caribbean hospitality industry. This includes revamping the CHTA website with our ‘Shine’ team as well as contributing to the rebranding efforts, and serving as the Gold and Official Graphics sponsors for both Marketplace 42 and the Caribbean Travel Forum with our ‘Sparkle’ Team,” remarked Rich Tuckwell-Skuda, CEO & Founder of TAG. “It’s an honor to extend our support to CHTA and further our commitment to our Caribbean-based clients. This marks an exciting beginning as we expand our presence in the region,” he added.
