USVI uses mokojumbie in rebranding initiative

USVI uses mokojumbie in rebranding initiative

December 17, 2008

By Gay Nagle Myers, Travel Weekly

The U.S. Virgin Islands unveiled a new logo that is the first step in a rollout of the destination's new branding and marketing materials.

The traditional stilt dancer, known as a Mocko Jumbie, was selected by the Department of Tourism as the icon that best represents the elements of the USVI experience.

The Mocko Jumbie, which originated in West Africa and is believed to be a guardian of the people, is a popular character at cultural events, parades and festivities in the USVI.

"It was time to adapt to the changing marketplace and develop a new logo and branding that represents the destination and symbolizes the unscripted vacation experience that comes with having three very distinct islands from which to choose," said Beverly Nicholson-Doty, commissioner of tourism.

"The Mocko Jumbie character symbolizes the vibrancy of our people and our culture, while the stars represent the individual spirits of St. Croix, St. John and St. Thomas."

USVI tourism's brand repositioning will culminate in January with the launch of a new website.

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