The Nassau  & Paradise Island Promotion Board (NPIPB), the organization responsible for building awareness and motivating travelers from all over the world to choose Nassau & Paradise Island as their vacation destination, today launched a new brand campaign that highlights the unique culture of the islands and the abundance of hotel and entertainment options throughout the destination for all types of travelers. The launch of the campaign marks the first time in seven years that the promotion board has released new messaging around the destination, reintroducing it as one destination, two distinct islands.  The new campaign will showcase the unique offerings on each island, working with locals to position Nassau & Paradise Island as spots to experience authentic island life and a breadth of offerings that provide unexpected adventures and one-of-a-kind experiences around every corner. 

As part of the new brand campaign, the promotion board is working with local artists to create materials that are true to the spirit of Nassau & Paradise Island, including an album of songs that is available on multiple streaming platforms. NPIPB has worked with Lady E and along with renowned Bahamian producers Rik Carey, Ira Storr, and C Ray to record these songs, three of which are now available for download including “Better in The Bahamas”, “My Islands In The Sun” and “Feel That Rhythm.” Lady E will also be featured on the promotion board’s social media channels highlighting her favorite spots around Nassau & Paradise Island, providing an authentic guide for visitors to experience the destination as a local.

Nassau & Paradise Island Promotion Board CEO Joy Jibrilu said “Nassau & Paradise Island are full of so much culture and local pride that serve as a true driving force behind the heart of the destination. This new brand campaign will display that, highlighting the diverse experiences, world class hotel and resort options, people, culture and connections that visitors can see and feel for themselves when they visit. Since joining NPIPB, it has been my goal to empower locals to be involved in the promotion of our destination and this new campaign is doing just that with Lady E’s new songs that reflect the personality of Nassau & Paradise Island. I’m confident this new campaign will surprise travelers with all our destination has to offer and give them a new idea of the authentic island life awaiting them as soon as they step off the plane.”

Since joining NPIPB as the first female Bahamian CEO in 2022, Jibrilu has been an innovator at the promotion board, empowering local artists to share their work with visitors and working to build pride around the destination that so many Bahamians call home. The new brand campaign will continue to build on this authenticity-forward approach established by Jibrilu and her colleagues. 

Erika Symonette (also known as Lady E) said “I am thrilled to be working with Joy and the promotion board to create a soundtrack that is reflective of the sounds of The Bahamas. I hope that visitors who are planning their trip to Nassau & Paradise Island can listen to these songs as they prepare for their vacation and throughout their time in the destination as they enjoy our beautiful beaches, authentic cultural experiences and unexpected adventures. The Bahamas has always held such a special place in my heart, and I am honored to be sharing my love for the place I call home with visitors through this new brand campaign.”

The new songs, imagery and messaging will encourage travelers seeking renewal and discovery to seek out a vacation in Nassau & Paradise Island where they can explore and adventure, connect with The Bahamas through cultural experiences and be welcomed by the warm hospitality of locals.

About Nassau & Paradise Island:

Nassau & Paradise Island, The Bahamas are known for having some of the most beautiful white sand beaches in the world, turquoise blue water, the Caribbean’s best entertainment and a spectrum of resorts from ultra-exclusive to family friendly. This convenient destination is serviced by several non-stop flights from most major U.S. cities. Less than an hour from South Florida and less than three hours from New York City, Nassau & Paradise Island are so close, yet feel like they are worlds away. Additional information about where to stay and incredible value-added packages may be found at www.NassauParadiseIsland.com.

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Media Contacts:
Ella Chancellor / Brittany Chapman

Lou Hammond Group                                        

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