Positioning Brand Tobago; TCF Strategic in Its Approach for Global Visibility
Port-of-Spain, Trinidad - Global appeal and Caribbean sweetness emulsifies at this year’s Tobago Rhythm and Soul Festival. An international cast made up of musically appealing, cross-generational artistes assemble in a place that’s as magical, as it is quaint. For the people of Tobago, even amid a heightened propensity to be at loggerheads in what is an election climate in Trinidad and Tobago, the Tobago Festival Commission’s goal remains clear and that is, to place the island of Tobago ahead in the second quarter of 2025.
A new airport recently unveiled and talk of plans for future development of the island has, without a shadow of a doubt, amplified the energy of those charged with placing Tobago in the spotlight this Easter. Recent news of the Marley dynasty being strongly represented in T&T at the Tobago Rhythm and Soul Festival, has offered a dynamic focus on Tobago, with the Marley name being categorized as one of, if not, the most globally appreciated Caribbean music brand, to this day. “Our goal remains enshrined in placing Tobago at the forefront when it comes to destination tourism. We must show the world all that we are capable of delivering and with every year that we’re able to market Tobago as a suitable destination for music, entertainment, rest and relaxation, we’re able to chart a concrete course forward to economic sustainability for the island and our people,” said CEO of the Tobago Festivals Commission, Kern Cowan.
Nigerian gospel artiste, Sinach, a powerhouse with over 30 years of experience as a singer, songwriter, and senior worship leader, is billed to deliver a life-changing experience for those who attend Thursday’s ‘Melodies from Heaven’ event, which kicks off the Easter festival weekend. “We felt it was absolutely necessary to incorporate spirituality in this festival with all things considered. Sinach is globally recognized and her presence in Tobago will undoubtedly reflect well for brand Tobago,” said Cowan. He believes there is a tremendous need for suitable brand alignment and positioning, as efforts continue to generate awareness globally, for the island. “We are a tourism destination and people must know that they can consider Tobago when planning time away from big cities and the hustle culture. We need the world to understand that our little island is peaceful yet vibrant in culture and beauty. We’ve strategically created a festival that places love and light into focus, encouraging not just the outside world to be drawn into that, but also our people here at home,” said the senior executive.
Kes The Band, a rising global outfit, hailing from the bosom of T&T, is proudly included in the lineup of this year’s Rhythm and Soul festival. Just recently, news emerged that the band’s New York Summerstage concerts have been sold out. “Kees is an excellent stage performer. The band in its entirety caters to a broad audience and with news that his New York Sumerstage shows have already been sold out, we’ve offered the opportunity to New Yorkers who were not able to grab tickets for the shows there, to come see Kes The Band, along with so many other incredible artistes on the Easter weekend, in Tobago!” said one member of the marketing team.
Tobago is prepared for an influx of visitors throughout the week leading to Easter weekend. Organizers have been working dedicatedly to appease all concerns raised as it relates to flights and accommodation availability on the island. “We are in constant communication with those in positions to make this festival a truly enjoyable experience for all, and it is our hope that we are all on the same page – that being, amplifying brand Tobago, which would essentially be beneficial to everyone involved,” said Cowan.
Stephen Marley, Gramps Morgan, Singing Melody, Wayne Wonder, Brian McKnight, Jon Secada, Kes The Band, Mical Teja, Coutain and a host of other immensely talented entertainers will descend on the island in just about a week. “We’re extremely excited to present the best that Tobago has to offer in collaboration with these esteemed artistes,” said Cowan. “Music is life and we hope to increase the love for life, and truly deliver a transformative experience for everyone who attends the weekend-long festival.”
For more information on the Tobago Rhythm and Soul Festival, follow @tobagofestivals on Facebook and Instagram or visit tobagofestivalscommission.com.
