It used to be the sunny side of life and now its always natural. Not that it used to be unnatural bytheway :).
The brand change has been on official minds for quite some time and the first slogan that came to mind was “value for money”. As soon as our tourism minister, Dr. Zulfa came with this idea, it was torpedoed by various big-shots of tourism industry across the board, as the slogan seems to down-sell our tourism product. Since then, the search for a better slogan and logo had gone on and ultimately the winning slogan and logo was conjured up by a ‘QUO KEEN’ of Bangkok and London’.
Re-branding is the creation of a new name, term, symbol, design, or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. Re-branding could be done for various reasons such as the need to shed a negative image,or to differentiate from competitors. In our case, its more like that somebody somewhere up in the ministry just got bored at staring up at the old sunny side of Maldives logo and vowed to change it at whatever costs! Anyways, the final product is good and thanks to wherever it is due. However we would like to note that our key tourism indicators still look good and keeps getting better.
Below is a comparison of key tourism indicators as a percentage over 2010. The only indicator that has gone south is the average stay duration which could account for the Chinese tourists who opt for shorter stays.
Ps: A heated thread in Minivan on this issue provides a lot of background on the issue.