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Basseterre, St. Kitts, February 19, 2016 (SKNIS): The tagline of the St. Kitts Ministry of Tourism is “Follow Your Heart” but officials are partnering with the US-based company, Tommy Bahama to appeal to the sense of smell while promoting the island.

Minister of Tourism, Honourable Lindsay Grant, said the relationship with Tommy Bahama has produced a cologne called St. Kitts for Men. According to the website www.tommybahama.com St. Kitts for Men “opens with zesty top notes of kaffir lime, mandarin and starfruit. Cedarwood, watery accord and sea salt follow, finished by dry notes of driftwood, ambergris and creamy musk.” It adds the cologne is “a bold, inviting option for any island sophisticate.”

The fragrance, which sold in a 3.4 fl. oz. spray bottle for US$78, has received positive reviews online.

“The St. Kitts fragrance is very unique when compared to so many men’s colognes,” wrote one reviewer from New Jersey, USA. “You won’t be sorry to purchase this one, and it makes you feel like you’re in the islands even when there’s snow on the ground.”

Another person from Kentucky, USA, wrote “This cologne is amazing. The fragrance is pleasantly subtle but provokes comments from almost everyone I interact with on a daily basis. Those comments are always positive!! Congrats to the creation of a GREAT product!!”

Minister Grant said a high level marketing effort will be rolled out in the second quarter of 2016.

“Over the spring of this year, we will launch a sweepstake that places the island front and center of Tommy Bahama’s wide audience which is a behavioural and demographic match with our target visitor,” he said, noting the strategy to attract high end visitors.

According to its website “Tommy Bahama is the island-inspired lifestyle brand that defines relaxed, sophisticated style in men’s and women’s sportswear, swimwear, accessories, footwear and home furnishings.” It has 161 retail stores and 16 restaurants in 7 countries.