Marketing and Branding are two of the most critical aspects of operations for any heritage or interpretive site or attraction. Applying marketing strategies and techniques to heritage sites represent an opportunity to link cultural heritage, artistic expression and socio- economic development. However these are areas that are yet to be fully explored and implemented in the Caribbean. For the most part heritage sites are struggling to remain viable and relevant and rely on meager visitor arrivals .This presentation will examine a case study of three heritage properties in Barbados that have been restored and have been adapted for reuse and which have started to implement various strategies and initiatives to market and brand their sites. It will examine the various branding and marketing strategies and initiatives used by the three sites and will show how these strategies are impacting on their profile and sustainability.
Sheron Johnson is a PhD Candidate at the University of the West Indies, Cave Hill Campus where she is researching the development of Creative Cities in Small Island Developing States. She is the former Director of Cultural Policy and Research at the Ministry of Culture, Sports and Youth, Barbados. Currently she is the Focal Point for Barbados’ World Heritage site “Historic Bridgetown and its Garrison” and is a member of the Barbados World Heritage Committee. She is the point person in the Ministry for heritage policy and represents the Ministry at international meetings relating to cultural heritage matters.
Ms Johnson has conceptualised the Public Education and Awareness Strategy aimed at sensitising the public about the OUV of the World Heritage site and the importance of heritage to national development and identity. Her focus has been on getting communities and youth to engage with heritage through creative approaches such as visual and performing arts, tours and cultural mapping. She is a member of the Barbados ICOMOS, The Council for the Barbados National Trust, the Council for the Barbados Museum and Historical Society. She was involved in the development and implementation of two new international projects in the Caribbean- CARITALENTS Heritage Resources Course that was facilitated by the University of Florence, Italy and the University of the West Indies and the OAS funded Caribbean Heritage Network. She was a member of the CARIFESTA XIII Steering Committee that managed the Festival held in Barbados in August 2017.