Cayman Islands Launches Bold New Global Branding Campaign

The Cayman Islands Department of Tourism has unveiled a fresh global branding campaign titled “Welcome to vaCay”, aiming to spotlight the islands’ natural beauty, culture, and lifestyle beyond traditional beach imagery. This campaign reflects a shift toward lifestyle-oriented and experiential tourism.

The campaign’s central video spot was filmed entirely in the Cayman Islands and narrated by Caymanian actress Rita Estevanovich, reinforcing local authenticity. The visuals draw on the islands’ hues—sand, sea, flora—and introduce a contemporary aesthetic that goes beyond conventional “sun and sea” messaging.

Over 85% of the cast and crew in the production were Caymanian, aligning with the campaign’s goal to prioritize local participation and cultural representation. The creative team collaborated closely with local tourism partners to ensure the campaign resonated with both domestic stakeholders and international audiences.

To support the rollout, a multi-channel strategy will deploy 30-second, 15-second, and social media edits across digital, print, streaming, and influencer channels in key source markets. The campaign aims to reset perceptions and invite visitors to experience the islands as more than just a getaway.

Officials emphasized that the campaign is not just marketing but part of a broader repositioning of the destination toward lifestyle, culture, and immersion. They expect creative assets to serve as tools for travel trade partners to build differentiated packages.

By refreshing its identity and narrative, Cayman hopes to stand out in a crowded Caribbean market and appeal to travelers searching for authenticity, beauty, and local flavor in their vacations.