 In the global travel market, Brandt St. Lucia is the envy of many. The new multimedia campaign from the St. Lucia Tourism Authority is themed Our St. Lucia. The chief executive officer of the St. Lucia Tourism Authority, Lorraine Charles St. Jules, says that Our St. Lucia campaign seeks to not only celebrate the strides made in making St. Lucia a much sought-after destination, it actively encourages citizens to seize the opportunities being created through a new policy direction for tourism. The campaign is one of the ways through which the St. Lucia Tourism Authority is helping our citizens internalize that new policy direction. The Our St. Lucia campaign highlights organic success stories which can serve as inspiration for the involvement of the new generation in the tourism sector. Our St. Lucia therefore also includes unscripted perspectives from some of our top performing small properties who are primarily young and St. Lucia. The SLTA campaign also addresses key social issues that impact the overall quality of life in St. Lucia. For example, Our St. Lucia urges conversations on tackling social issues such as peer pressure and crime. Let's look out for each other, reach out to youth at risk. The campaign is reaching out to youth, urging their involvement in finding solutions to social issues but also in taking ownership of St. Lucia's heritage both cultural and natural. It includes public service announcements with themes of country pride, ownership, investment. The problem of crime, our international brand strength and our ability to hold our own in any area of endeavor. Our St. Lucia celebrates industry and the creativity that gives the island its uniqueness and appeal. This is Who We Are, Our St. Lucia.