For one morning, the conference room of Grand Case Beach Club It was transformed into a departure lounge. Passport, plane ticket, cabin crew, and a space designed like an Airbus cabin: Saint-Martin Tourist Office chose a original staging to present its new communication campaign last Friday, “It's a feeling”.
Upon entry, guests were invited to share their favorite restaurant, view, nature spot, and activity. A way toto illustrate the diversity of the island and the difficulty in summarizing it in a few words. “Saint-Martin is an island that is experienced, it is felt,” explained Aïda Weinum, director of the OT and pilot of this first flight.
A new way of telling the story of Saint-Martin
After nearly ten years without a real campaignThis new signature aims to extend the famous “Friendly Island”, focusing more on emotion and the experience. “To feel the energy of SXM, you have to live it,” emphasized Ricardo Bethel, the tourism office's communications manager and cabin crew chief for the occasion. Conceived with local stakeholders and in consultation with the Sint Maarten tourism services, “It's a feeling” highlights moments that give energy, invite you to slow down or remain in memory long after departure. A common threadSome destinations cannot be explained, they must be felt. The signature lettering, designed by Thomas Proust, is inspired by the wave movement and becomes the visual emblem of the campaign.
After Los Angeles In August, “It's a feeling” will be unveiled this week in Paris, on the occasion of the French tourism and travel trade fair, Top ResaCanada, the regional market, and South America are among the next steps. 2026 will be a year of phased launch, before a wider deployment in 2027Integrated into the actions of the Tourist Office, whose overall budget amounts to €6,5 million, the campaign will be accompanied by a media kit intended for local professionals. According to the tourist office, hotel occupancy has reached 90% this year, 50% higher than projected for 2025.
