The Gibraltar Tourist Board is launching a series of familiarisation trips to showcase its fresh branding strategy.
- A significant rebranding effort highlights Gibraltar’s key attractions and cultural treasures.
- The rebranded marketing campaign is designed to redefine Gibraltar’s image for prospective travellers.
- Notable imagery, including cultural and natural symbols, is central to the new brand identity.
- The initiative aligns with a broader strategy to enhance tourism infrastructure and sustainability.
The Gibraltar Tourist Board is taking proactive steps to redefine its image in the tourism sector through a series of familiarisation (fam) trips. These trips aim to familiarise trade and media partners with the newly designed branding, which moves away from the traditional ‘Gib’ logo. Instead, it embraces a comprehensive image of Gibraltar, emphasising the region’s natural and cultural heritage.
Central to the new branding is a suite of vivid imagery that includes a Barbary macaque, Gibraltar Candytuft, the iconic Rock, the Trinity Lighthouse, and Admiral Lord Nelson. These elements are skilfully woven into the new logo to highlight Gibraltar as a unique travel destination. Accompanied by the slogan ‘Where the Med begins’, the campaign aims to underscore Gibraltar’s strategic position at the contiguous point between the Mediterranean Sea and the Atlantic Ocean.
The rebranding initiative forms part of a larger, long-term strategy to boost tourism. The Gibraltar Tourist Board’s tactics include enhancing products, developing infrastructure, and implementing green initiatives. This approach is reflective of a forward-thinking model that aims to create a sustainable and attractive environment for tourists, balancing development with conservation.
Gibraltar will support the brand launch with an extensive social media campaign utilizing the hashtag #WheretheMedbegins. This digital strategy is intended to reach a broader audience, further embedding the refreshed narrative into the public consciousness and enticing future visitors.
Christian Santos, the minister for equality, employment, culture and tourism, expressed enthusiasm about the branding shift. He stated that the initiative seeks to weave the rich tapestry of Gibraltar’s history and cultural identity into a compelling narrative that appeals to modern travellers. ‘We are very excited to be launching a new chapter of storytelling that draws on our history, our protected wildlife, our historic city and, of course, our people,’ Santos remarked.
The strategic rebranding aligns Gibraltar’s tourism objectives with a sustainable and culturally rich narrative.
