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Submitted by Peter Lawrence Thompson

DLP Tourism spokesman Richard Sealy is mistaken. He leaked the report from the Hilary Beckles led committee to come up with a new tourism slogan in the hope of embarrassing the Government; however the committee has actually done an amazingly good job.

See Link to Nation newspaper storySealy: Slogan an embarrassment

I actually feel that I owe Professor Beckles and his committee an apology because I stated publicly that they were not up to the job, having little relevant expertise among the unwieldy membership of 18. Sorry Dr. Beckles.

They came up with three alternatives; “It’s A Bajan Thing”; “ Live Like A Bajan” and “Barbados: Feel Free”. This reminds me of the oldest consultants’ trick in the book: make three suggestions of which two are so obviously garbage that the client has no choice but to select the third.

The third suggestion, “Barbados: Feel Free” is a better tourism slogan than any we have ever had in the past. In fact, it is one of the best I have ever encountered globally. Let me explain.

A slogan needs to follow the the guidelines below and be:

  • Brief
  • Memorable
  • Allusive (because it needs to mean subtly different things to different segments of your audience)
  • An appeal to emotion (because buying decisions are all made with the emotions and then rationalised intellectually afterwards)
  • A call to action

If you doubt me just take a look at the most successful marketing slogans of our lifetime:

  • Nike – Just Do It.
  • Apple – Think Different.
  • Wendy’s – Where’s the Beef?
  • Coca-Cola – Open Happiness.

Each one follows the guidelines that I pointed out.

“Barbados: Feel Free” is better than any tourism slogan that we have ever had. “Feel Free” is an explicit invitation to drop by for a visit, and it is the sort of relaxed invitation you extend to social equals: to family or close friends. The feeling of freedom appeals to every psychographics and demographic because everyone invests it with what feels like freedom to them. It can appeal to locals as well as visitors because that feeling of freedom is aspirational for every human being.


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282 responses to ““Barbados: Feel Free” Tourism Slogan Gets Support”


  1. Donna’s comments are 100% spot on at .7:59 PM. Dub 555 stop feeding the chalice to PLT. He appears to have gone rogue.


  2. A Bajan to heart A familiar voice on VOB Dennis Johnson
    May his soul rest with the angels


  3. Cuhdear Bajan,

    I think you are missing my point totally. I cannot bother to elaborate. I think everybody else gets it.


  4. Beyond your imagination is a generic/worn concept, how was it different to the controversial “little island…? It does not matter the slogan and storylines developed to popularize it there will me some who do not agree. Like enuff the blogmaster had not issue with the brief that was withdrawn.


  5. FearPlayNovember 2, 2021 10:09 PM

    What a negative bunch of contributors this post has given birth to. Not a single suggestion putting forward alternatives for consideration. Just ridicule and condemnation. Way to progress people. Jesus Saves and Jesus is Coming would certainly cause droves of visitors to flock to these shores, right?FearPlayNovember 2, 2021 10:09 PM

    What a negative bunch of contributors this post has given birth to. Not a single suggestion putting forward alternatives for consideration. Just ridicule and condemnation. Way to progress people. Jesus Saves and Jesus is Coming would certainly cause droves of visitors to flock to these shores, right?

    PLEASE KINDLY NOTE THAT I WAS NOT SEEKING NOR DO I SEEKTO OFFER ANY sggestion putting forward alternatives for consideration. NOR WAS I just OFFERING ridicule and condemnation. NOR WAS I ORESENTING A way to progress i SIMPLY ASSERTED WHAT I KNOW IS TRUE AND I WILL STATE IT AGAIN WITHOUT APOLOGY AS I DID ALREADY FOR THESE . STATEMENTS CAN NOT BE REFUTED AND THEY ARE MORE IMPORTANT THAN ANY SLOGAN THAN YOU WILL EVER HEAR. YOU HAVE A CHOICE. BELIEVE THEM OR GO TO HELL

    JESUS SAVES………..AND

    JESUS IS COMING SOON


  6. Barbados usual solution to a MAJOR PROBLEM, let’s invent a new slogan to divert the populace asking serious questions about the government’s FAILURE to address serious or mundane financial issues. Better to have a catchy slogan as the country rolls off the precipice to oblivion.


  7. Before we can launch such a program we need to do away with the curfew and everything else that impedes the visitor experience. I for one will not spend my hard earned dollars and go to a destination where I have to lock up in a room by 9 pm! Nor will I go to a hotel being fully vaxxed and deal with umvaxxed staff.

    So wunna feel free to think people will come until these matters are addressed. meantime Brown in Antigua. Tell me come from Jan 1 once I fully vaxxed as ALL protocols will be done away with and ALL hotel workers etc will be fully vaxxed.


  8. @John A

    Did Ryan Straughn hint in parliament debate this week a relaxing of the protocols is in the works?

    Barbados to partner in tourism with Guyana

    https://barbados.loopnews.com/content/guyana-and-barbados-partner-tourism-0


  9. @Donna
    right slogan wrong timing

    Absolutely correct. PLT is right about the “technicalities” of creating a slogan BUT slogans have to be applicable, connected to and representative of something. That’s where the immediate disconnect starts.

    Good to see ya Bush Tea.

    @JohnA
    Curfew HAS to be relaxed in order to “Feel Free” and have any meaningful tourist season.

    Just observing


  10. @ David

    Maybe but until the PM comes ad decides what she is doing we will not get the bookings. This safe zone thing is also a waste of time.

    She needs to do like Brown and mandate vaxes for all those in the tourism sector from taxi drivers to hotel and restaurant workers. As Brown told them wunna don’t show up for work on January 1st without the vaxx card. Plus he said you all had ample time to get it done so not a cent from the state either wunna stand home till it done.

    Also antigua is only opened to the fully vaxed visitor. No vaxx wunna stand home too! That is what you call a decisive move.


  11. @John A

    That will not happen before a general election, it probably explains the election gearing we are seeing.


  12. So it is true about Dennis Johnson…only knew his voice…RIP

    TLSN…PLT is looking at it from the perspective that the government POINTEDLY REFUSED TO DIVERSIFY THE ECONOMY…and there are people LITERALLY STARVING, cannot feed their children or keep their pets any longer….and he is hoping against hope that the slogan jumpstarts the dead tourism that they are determined to keep in place as a one donkey economy. while people starve…..the horse died long time ago…


  13. DavidNovember 3, 2021 6:43 AM

    Beyond your imagination is a generic/worn concept, how was it different to the controversial “little island…? It does not matter the slogan and storylines developed to popularize it there will me some who do not agree. Like enuff the blogmaster had not issue with the brief that was withdrawn

    Xxxxx
    Not going to argue mundane
    However Barbados beyond your imagination was an ad that carried sway and attention that is what a slogan must do
    Years from now who would remember Barbados. Free
    The ad is silly and pointless no energy has been placed into that ad one which would
    commands attention or interest
    It sounds sloppy and poorly made up by a bunch of illiterate masqueradors. working in a field where they have no business
    Reminds me of Maloney buying vaccines for BARBADOS


  14. The slogan can be added to the list of soulless initiatives by this govt
    Garbage in garbage out


  15. @ John A November 3, 2021 7:01 AM
    (Quote):
    Before we can launch such a program we need to do away with the curfew and everything else that impedes the visitor experience. I for one will not spend my hard earned dollars and go to a destination where I have to lock up in a room by 9 pm! (Unquote).
    +++++++++++++++++++++++++++++++++++++++++++

    Well said, John A; the blogger with ‘genuine’ Commonsense!

    We cannot see how the Covid-19 virus could or would spread faster among the mainly diurnal Bajan people between the hours of 9.pm and 6.00 am compared to its obvious virulence outside of the current curfew especially in the workplace and households.

    Instead of focussing on a slogan the authorities ought to play more attention to the rundown shanty-town state of the country especially the so-called Capital which is reflecting the quality and class of leadership of the country for the past 20 years.

    Who would want to stay and relax in a country when one’s personal health and safety can be at serious risks especially to those on the visiting cruise liners?

    Tourists expect to receive value for their hard-earned money especially in a relatively overpriced destination like Barbados.

    Barbados must clean up its environmental act including noise pollution and harassment before inviting people to “Feel Free” and ‘Relax’: which is what a vacation in the Sun is all about.


  16. @Miller

    We have to do all the above.


  17. Cuhdear Bajan November 2, 2021 9:11 PM #: “I don’t know where you live Heather, but I live in Barbados, and, I’ve lived here most of my life. I’ve traveled extensively in the Caribbean, North and South America and Europe and I don’t feel “locked up in a prison” at all.”

    @ Cuhdear Bajan

    “I don’t feel “locked up in a prison” at all” as well.”

    To ‘say’ so, in MY opinion, is an ‘over exaggeration’ of the situation, especially if you consider and understand the reasons for the 9 AM curfew.

    And, because one or two people believe they ‘feel imprisoned’ or someone expressing that view in a letter entitled, “Dear Prison Minister,” ……… does not necessarily mean it is the general consensus of the population. The same ‘logic’ applies to those persons who don’t ‘feel imprisoned’ as well.

    But, then again, whether genuine or for political reasons, some people MUST find something to complain about. However, it’s their right…….we have to accept and respect their opinions.


  18. @Miller
    @ John A November 3, 2021 7:01 AM
    (Quote):
    Before we can launch such a program we need to do away with the curfew and everything else that impedes the visitor experience. I for one will not spend my hard earned dollars and go to a destination where I have to lock up in a room by 9 pm! (Unquote).

    Good catch. Good statement.

    Feel free may also invite the kind of tourist that Barbados does not want. This may not be the best slogan for this covid season.
    ———-xxx—–

    The discussion we are having is a classic example of what happens when you start badly. Someone served up a used slogan for a high price and now every Bajan is determine that he/she could deliver a slogan (price negotiable). The committee was put in a very tough position: be original, be better, be relevant and be competitive with others who think they can create a slogan.


  19. A good slogan needs a good hook that makes people think about it so it lingers on in their minds…

    She says,
    “Hey, babe Take a walk on the wild side”
    Said, “Hey, babe Take a walk on the wild side”
    And the colored girls go “Doo do doo do doo do do doo…”


  20. @ John A November 3, 2021 7:01 AM

    I agree. As long as our government maintains the mask and disinfection terror to protect our mentally backward native no-vaxxers, the slogan is a lousy travesty. The same goes for a PCR test before entry for fully vaccinated travelers.

    Unfortunately, we live on an island where many of the so-called elite are highly backward. I cite the BAMP president as a prime example. She waffles about freedom of choice to the masses, while she wants to imprison fully vaccinated tourists like enemies of the state.

    We should finally get used to two truths: First: Corona came to Barbados to stay. Second: Vaccines are the only proven remedy. We test like world champions but fail to vaccinate. How can it be that our government has tested every person an average of two times, but the masses fear the harmless vaccination more than devaluation? We are now just as much a hellhole as Eastern Europe and the southern states of the USA.


  21. John A November 3, 2021 7:01 AM

    From the late 1980s, early 1990s, saw the ‘death’ of streets such as Baxter’s Road and the subsequent closure of several popular night clubs and ‘discos,’ for example, Unicorn 1, Rendezvous Room, Club Maliki, After Dark, Ship Inn, Coach House, September’s and Warehouse, just to name a few.

    Shops in Nelson Street and Bay Street have been redecorated into ‘clubs’ with rooms to accommodate patrons and facilitate prostitution.

    Although Oistins is a ‘hive of activity’ on Friday nights, with activities closing off at 12 midnight, it is a ‘ghost town’ during the other week nights. So too is St. Lawrence Gap.

    Before the curfew, people used to ‘lime’ at the 24 gas stations, for example, Esso Black Rock Auto Mart, SOL Warrens, SOL Wildey…… because there weren’t any other ‘places’ to go. RUBIS Wildey used to sell food ’24-7.’

    After the ‘last bus’ Bridgetown immediately becomes a ‘ghost town.’

    These are just a few example.

    Other than ‘Bush Hill,’ perhaps you may want to ‘tell’ me where tourists can “spend their hard earned dollars,” when for years we’ve been complaining there isn’t any ‘night life’ in Barbados?


  22. Side note: As a young man living in St Lucy, words that you did it want to hear if you were south of Speightstown ‘De last bus gone’.

    Not missing ‘de last bus’ was a daily goal.


  23. Feel Free
    is a good concept for a blank canvas as a starting point that will need vivid visuals to illustrate the vast potential of what the journey means for the ultimate experience

    https://www.youtube.com/watch?v=Pf3hnRcES9o


  24. I am not opposed to tourism. I am opposed to being almost totally dependent on it. A country desperate for the tourist dollar will, as some have long suggested, tend to create a two tier caste system, where tourists rank higher than the average citizen. We must eliminate this desperation that can lead to a “the tourist is always right” attitude. Then there would be no problem with the slogan, “Barbados- Feel Free!” Tourists would understand that there are limits to their freedom just as there are for locals.

    But while we are in the business, I do agree that our product is deficient wrt entertainment, harassment is a serious hindrance to feeling free and something needs to be done about the bloody garbage all over the place.

    Many Bajans are too damn nasty! Even the masks are ending up all around the place. When I walk my dog, I have to stop her from sticking her nose in them. Dogs can catch covid, so I assume they can also transmit it.

    Off the bus the they jump, take off their masks and, instead of taking them home to their bins, they toss them along the road where I have to end up removing them.

    Also from the beach and the cliffs! Who can feel free sitting on a beach among possibly covid contaminated masks?

    I am not the prime minister so I can tell them that they are some nasty brutes.

  25. peterlawrencethompson Avatar
    peterlawrencethompson

    @angela cox November 2, 2021 9:32 PM
    How much was the committee paid?
    +++++++++++

    I was told by a member of the committee that they were paid zero.


  26. For the third quarter 43000 visitors felt free to visit the rock up from 10 000 in q2. This is with a surge in Covid cases and deaths and curfew in place


  27. All tourist are not white and the slogan would have been geared towards attracting ALL shades of tourists


  28. My preference is for the older slogan suggested by Mari

    But I have not seen the new one at work yet so I have no comment on it


  29. There is a bus stop outside of my home and one of the first thing I did this morning was to pick-up a discarded mask.

    To be fair, masks can be found on every part of the street. Given how communicable the disease is, it is difficult to understand why the masks are not properly discarded.


  30. @ Artax,
    Well said. The failure to develop a multi faceted entertainment and cultural industry within the tourism industry, is one of our biggest economic failures. Serious research will readily reveal that a great majority of our entertainers and cultural artistes, came from within struggling socio- economic communities. Unfortunately they were seen as nothing else and even basic facilities, such as changing rooms and so on, were never provided for them. Many of them worked for almost nothing while the industry was booming. Failure to guide such indigenous talent and business enterprises, remains one of the most visionless examples of the industry both private and government
    There is a reason why many of the artistes and cultural workers ended up penniless.


  31. @ PLT,
    I have a friend who would like to rent out their house to a digital Nomad. Do you cater to such requests?


  32. True. All tourists are not white. But most of our tourists are and will most likely continue to be for a while. Bajans are conditioned to see them as white. The image conjured up will be as I described.


  33. Poor pay may also be the reason our wonderful band culture of the 70s is no more.

    My parents bought ALL of the records from WIRL. Wait! It is November. I must turn on my radio!

    🎵Memories…


  34. I often ask myself if we have ever done a comprehensive study of why tourists come to the island. Such a study would have surprised a lot of people.
    For example: Many tourists were fascinated with seeing very young children, all in school uniforms, making their way to and from school etc.
    The question today is : How and what are we marketing as the Barbados experience.


  35. I want to take this opportunity to offer my sincere condolences to the family, relatives and friends of the late Dennis Johnson.

    Having worked in the hotel sector, Dennis often provided an informative perspective on the tourism industry.


  36. @ William Skinner,
    I too saw Artax’s contribution at 8.59am. I refrained from replying as normally he gives me a verbal and intellectual beating just for making a comment.
    However, I will comment. Is Artax being serious when he states that the only places for respectable people to meet up at during night times are 24 hour gas stations! Do Bajans not appreciate the arts and culture? Theatre, cinema, concert halls and the rest. What ever happened to The Empire that tremendous theatre a place that was the epicenter for culturally minded white Bajans. How comes it was allowed to be run into the ground. Are you telling me blacks have no interest in these places.
    Fifty five years of independence and our community has to lime around petrol stations to search for entertainment.
    We have survived on tourism for so long. How and where was the money spent. This is why I am so pessimistic and negative towards Barbados. Our past and present leaders had/have no respect towards their own people. What a disgrace.
    These comments are not aimed at Artax.


  37. @ TLSN
    @ Artax is more than correct. We simply don’t have a well developed entertainment/ cultural project tailored for the tourism industry.
    You are also correct when you state that the powers that be seem not to care about those whom they always say they care about.


  38. eterlawrencethompsonNovember 3, 2021 10:22 AM

    @angela cox November 2, 2021 9:32 PM
    How much was the committee paid?
    +++++++++++

    I was told by a member of the committee that they were paid zero.
    Xxx
    Well that is what they deserved
    Expect payouts come in many forms and manner some way down the road


  39. “What ever happened to The Empire that tremendous theatre a place that was the epicenter for culturally minded white Bajans. How comes it was allowed to be run into the ground. Are you telling me blacks have no interest in these places”

    i think that is now owned by the MAMs but compliments of the previous government…..scams may not be so plentiful anymore so haven’t heard if it has moved up from the eyesore stage yet….since HYatt protrusion went nowhere…the treasury gives and gives but not to the population who owns the money, these days it’s IMF loan money so no easy feat to breach……may need another counterfeit vaccine scam to succeed…

    ..Fowl Enuff may have more details…


  40. Only in Bim can a program be orchestrated to remove civil rights and freedom and yet come up with a tourism slogan that reads ” Barbados: Feel Free”

    Another waste of taxpayers money!


  41. RE often ask myself if we have ever done a comprehensive study of why tourists come to the island. Such a study would have surprised a lot of people.
    For example: Many tourists were fascinated with seeing very young children, all in school uniforms, making their way to and from school etc.

    I CAN UNDERSTAND THAT
    THAT FASCINATED ME ALSO WHEN I WENT TO TEACH MED SCHOOL IN SOME OF THE OTHER ISLANDS
    ALSO IMPRESSED WITH OUR SCHOOL UNIFORMS AS WELL

  42. peterlawrencethompson Avatar
    peterlawrencethompson

    @TLSN November 3, 2021 10:52 AM
    @ PLT,
    I have a friend who would like to rent out their house to a digital Nomad. Do you cater to such requests?
    ++++++++++++++
    email me peter@remoteworkbarbados.com and let’s see if we can’t help make your friend some money.


  43. @ Mr. Skinner

    The problem is, we ‘frown’ upon entertainers.


  44. I try to avoid unnecessarily placing every discussion into a ‘black versus white’ situation.

    Before I’m accused of “giving (anyone) a verbal and intellectual beating just for making a comment,” let me state ‘up front,’ today is the very first time I’ve ever ‘heard’ the ‘Empire’ “was the epicenter for culturally minded white Bajans.”

    I’ve seen photos of it from the 1932, with billboards advertising 1930 movies such as, “High Society Blues” and “Shooting Straight.” I’ve also heard the older folk talk about going to ‘4:30’ in the ‘Plaza’ and the ‘Empire’ for the ‘8:30’ or ‘midnight’ shows.

    The ‘Empire’ was private property, so, only its owners can be blamed for allowing the building to fall into a state of disrepair. Perhaps if or when that theatre is historically contextualized, it may become clear that many other factors contributed to its present state.

    I remember when videos became popular during the 1990s, which saw several ‘video shops,’ as they were called at that time, opening all over Barbados. People would take advantage of weekend specials, when they could rent at least 10 tapes on Friday and return them on Monday.

    Cinemas became less and less popular……… and more so, after the advent of ‘cable TV,’ such as ‘Multi Choice’ or ‘Direct TV’ and other platforms that provided households with a variety of television channels……. and people overcame the difficulties associated with owning satellite dishes……….

    …………until all them eventually closed, the final one being the ‘Globe’ a few years ago.


  45. You can look at the issue from the other side i.e. the inability of creatives in Barbados to organize themselves to be seen as a credible force to demand respect from the establishment.


  46. You need something more catchy like /What happens in vegas stays in vegas
    Barbados…dont forget your condoms or barbados……. getting our share of seamen for centuries

  47. William Skinner Avatar

    @ Artax @ TLSN
    I think the Empire was a black owned cinema/ property. I also think there used to be locally produced cultural activities there.
    There were several promises to restore the property but they never happened. Last I read, it was to be incorporated into the Hyatt project or something like that.
    If I’m mistaken, apologies are offered.


  48. ARTAX
    YOU SEEM TO BE YOUNGER THAN I THOUGHT
    TV CAME TO BIM IN 1964.
    BY 1968 THE OISTINS PLAZA WAS ALREADY UP FOR SALE- I KNOW THIS FOR I ATTENDED A CHURCH THEN THAT SOUGHT TO BUY IT. AS I REMEMBER, I THINK THE CINEMA IN ST JAMES WAS ALREADY BOUGHT BY THE RC CHURCH

    THE VIDEO STORE CRAZE STARTED AROUND THE EARLY 80’S AND BY THEN ROODALS’S DRIVE IN AT THE RENDEZVOUS/WILDEY JUNCTION (WHICH WAS ESTABLISHED SOMETIME BETWEEN 58 &6O) WAS STRUGGLING., ALTHOUGH ANOTHER DRIVE IN LATER CAME ON STREAM.

    BUT YES, TV VIDEO SHOPS AND CABLE DID PUT THE MANY CINEMAS IN BIM OUT OF BUISNESS, BUT THE TREND STARTED A LITTLE BEFORE YOUR TIME, I THINK.

  49. de pedantic Dribbler Avatar
    de pedantic Dribbler

    @Artax, u make compelling and as usual accurate remarks above re ‘“death’ of streets such as Baxter’s Road and the subsequent closure of several popular night clubs” but what I don’t read is an analysis (opinion) of the ‘WHY’.

    I don’t have any ready answer as I neither frequently joyed the late night facilities nor work in the sector… simply lived it, and paid attention thus I saw it as a combination of many factors: most being the natural evolution of business and life dynamics. (A debate in itself on life-cycle of family businesses and changing trends)!

    And one such salacious change is ur remark that “[s]hops in Nelson Street and Bay Street have been redecorated into ‘clubs’ with rooms to accommodate patrons and facilitate prostitution.”

    Though I could make the joking facetious remark that there was always room for patrons to facilitate their needs with de ladies (or the ‘David’s of city gay life)😇!

    So we are back to the WHYs … surely you and @Skinner et al can speak to that.

    And on “Bridgetown immediately becomes a ‘ghost town” … no big problem really… activities have moved (were moving) to other places!

    B’town as a commercial hub during the day remains relatively strong, it seems but nothing to say it has to be a mecca for other things beyond that.

    Even when the ‘Warehouse’ was a place to be and with the ‘Waterfront Cafe’ thriving, Bridgetown proper was still a dead zone really after hours!

    Must admit that I was unaware that “there isn’t any ‘night life’ in Barbados” … and of course “Bush Hill” cannot be a true attraction for tourist (DR or Curacoa is absolutely way better in that rgard 😇🙈).

    And to de udder brother @Skinner I assume u are deep tongue in cheek with the remark “Many tourists were fascinated with seeing very young children, all in school uniforms, making their way to and from school…”

    These same tourist (US surely) who come from countries were they are adamantly against being told to wear uniforms in school 😇 … but seriously though they like to see us as lil marionettes doing as we are told yes … and as @Donna would rail: lining streets in blazing sun to pay homage to some white monarch! Just saying bro.

    Tourists visit for freedom from their hustle and bustle; to enjoy a different culture; to explore like minded societies; to play Lord and Lady over minions etc etc … many and varied reasons … and of course studies have been done by the relevant players … the task is alway about finding de sweet spot that meets the desires of most potential visitors: that unique Bajan experience of which u speak.

    …so if some want to see uniformed school groups… den so be it…. whatever works!


  50. @David, Why not “take a break to Barbados?’

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