GEMS at the People's Film Festival - New York

Gems of Saint Lucia was represented at the People’s Film Festival, which was held at the AMC Magic Johnson Theater, in Harlem, on Thursday, May 28, 2015, by its Chief Executive Officer, Wilson Jn. Baptiste. Wilson was the guest of Edmund Herman, President of the Piton International Film Festival.


The Piton International Film Festival (PIFF) is a 12-month initiative that focuses on celebrating filmmaking, and seeks to work collaboratively with filmmakers from around the global community. PIFF is unique in that its focus is on education, collaboration, and celebration, instead of competition. Hence, filmmakers will be able to work together to inspire and influence the global community in a positive and uplifting manner.  PIFF actively collaborates with The People’s Film Festival to increase the global presence of filmmakers and the resources available to those interested in the film industry.



The People's Film Festival (TPFF) is headed by Ms. Veronica Keitt and is an initiative of The People’s Media Music & Arts Foundation Inc.—a 501 (c)(3) non-profit organization whose objective is to promote awareness in independent music, media and art across the globe while encouraging those—particularly in the Harlem, New York area, to develop a greater appreciation and understanding for cultural diversity in film. The festival is an annual event which opened on Thursday May 28, 2015 and due to end on Sunday, May 31, 2015. There were a number of films which were introduced to an audience comprising of mainly Affluent African Americans and other guests. The audience viewed a number of films including Kung Fu-Bum, Conversation with a Cigarette, The Devil Goes Down, Black Salt and more.


Wilson used this event to promote Gems of Saint Lucia to the African American market, which has been untapped. The African American segment holds tremendous potential for Saint Lucia, during the slow season, in particular. Throughout the evening, Wilson actively used this opportunity to promote the Gems concept, to collaborate and build relationships with this specific African American community. As a result, of attending TPFF, there is an increased interest within this segment to visit Saint Lucia and to immerse in the local culture and heritage of the island.


Ed Herman is planning to execute his Film Festival again in Saint Lucia September 2 - 6, 2015.  Festivals and events are de facto, short duration primary attractions, which serve to concentrate a wide array of activities into a condensed time frame, creating a critical mass of products for tourist consumption. Moreover, festivals and events enjoy a strong opportunity of becoming de facto branded products or of linking into well-known de facto brands, and, in doing so, fostering positive brand associations. A film festival is branded as a film festival and will appeal to film lovers (McKercher, du Cros, 114). Thus, those seeking to attend film festivals, such as the individuals that Wilson meet during TPFF, have specific needs which Saint Lucia is equipped to satisfy in a delightful way. 






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The management of Gems of Saint Lucia has positioned its concept to differentiate it from that of its competitors. This differentiation is driven by the marketing channel which is St. Lucian nationals globally with the focus placed on a single destination, St. Lucia. As a result of this strategy, the marketing consultants working with Gems of Saint Lucia will:

a)  use their knowledge of the island to sell with greater precision and passion -

b) be conscious that they are contributing to the socio-economic development of the island,hereby creating economic opportunities for their relatives and friends at home.our own text and edit me. I’m a great place for you to tell a story and let your users know a little more about you.

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