Gibraltar Tourist Board has launched a major rebrand of Visit Gibraltar. Presented officially today by the ministry of tourism, the initiative includes a physical rebranding of the Visit Gibraltar logo, website and marketing materials, as well as a rejuvenation of the overall tourism strategy by reimagining the perception of Gibraltar as a tourist product in the marketplace.
According to the board and ministry, all of Gibraltar’s touristic elements are highlighted within the new logo design, which features “Gibraltar’s rich history, diverse culture, the iconic Rock and impressive Nature Reserve. The tourist product is intertwined with the Upper Nature Reserve, and it is evident that the design elements of the new logo are cohesive with the Nature Reserve.”
The objective is “to shine a spotlight on Gibraltar’s hidden beauties, and its lesser known but equally significant venues, and highlight the unique value of Gibraltar’s heritage and culture”.
The rebrand also includes a new website which is more visually appealing and practical and features around 30 new videos under each section of Gibraltar’s different sites. BSL language and QR codes have been introduced on the website, as well as throughout tourist sites and at the airport.
In addition, use of the SmartGuide app is available to provide tourists with information on various sites around Gibraltar when on walking tours.
“This relaunch has been the perfect opportunity to reimagine what we stand for and how we portray that image to the outside world,” said Gibraltar Tourist Board CEO Kevin Bossino. “We have embarked on various projects with stakeholders to improve our tourist product, including niche markets such as weddings, diving and events. This has also been an opportunity to engage with local professionals such as historian Ryan Asquez, ‘the Llanito doctor’, to highlight quirky and interesting stories of our LLanito heritage particularly for our website.”
“As Minister for Tourism,” added Christian Santos, “I am delighted to be driving this relaunch and be part of the repackaging of Gibraltar to the world. Gibraltar has undeniably always had a reach outside our shores and this rebrand intends to propel this further. Our brand encompasses our history, unique culture, sustainability and energy. Our campaign not only promotes our sites but also focuses on our cultural identity, our lifestyle and our traditions – identifiably British in so many ways, yet with that taste of the Mediterranean.”