Essays on Marketing Image of Trinidad Carnival Case Study

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The paper "Marketing Image of Trinidad Carnival" is a good example of a marketing case study.   The Trinidad Carnival is a Trinidad and Tobago annual hallmark event celebrated every Monday and Tuesday before the Ash Wednesday at the nation’ s capital, Port of Spain. It has its roots in the French colonialists who brought in their culture and pomp into the Caribbean island country in 1783. Together with the British, they would hold a merrymaking carnival marked by colourful masquerades and ball. The African slaves were however banned from attending this festivity. They, in turn, held their own, incorporating their own cultures with that of their masters in the backyards.

Following the abolishment of the slave trade in 1838, the Africans took over the carnival and paraded it on the streets. The carnival also incorporated the cultures of other immigrants who are of East-Indian descent, Chinese, Whites and a minority Syrian-Lebanese (Green, 2002, p. 284). The festivities start on Boxing Day with parting all through to Carnival Sunday before officially starting on Monday. On Monday, the celebrations begin as early as 4 a. m.

in a party known as J’ Ouvert. J’ Ouvert is a French word to mean Open day. It is a party to celebrate Trinidad’ s historical folklore. The party-goers have mud, chocolate, oil and paint covering their bodies. They also don headpieces with horns to depict evil. They party till morning and then change to more colourful costumes in a party called pretty mas. Mas is a shorter form of the word masquerade. The revellers gyrate their hips to the sounds of calypso music in a dance move called wining. The event goes on throughout the day and pours into the next day when the party starts at 8 a. m.

This is the grand day of the festival. The masqueraders dress in historical costumes and parade their bands across the stage where judges are seated to award them marks. The best band is awarded Masquerade Band of the Year. This paper examines how this event is used to market the distinctive image of the island as a cultural destination, how it seeks to reimage the destination and the benefits that the community gain other than tourism. Marketing image of Trinidad Trinidad is by large multicultural.

Most of the citizens, however, are of African and Indian descent. There are also the Chinese, Portuguese, French, Italian, British and Mid-Eastern. Religion is also as diverse with Christianity being the dominant religion. It has also Hinduism, Islam among others. The Trinidad carnival, therefore, seeks to promote this cultural diversity. The many cultures of the country are represented in the masquerade costumes. The Indian masquerade is a reflection of the red Indians who traded historically with the Trinidad natives.

The masquerade is donned with red clothing and red body paint or mud. This is accompanied by big fancy wire headpieces. The masquerade, however, is redesigned every year and far from the traditional red, they also wear black, blue, white shiny foil and sequin. The change in the theme colours reflects the adoption of other foreign cultures in the festival. The adoption of other cultures is also witnessed in the wearing of a bikini with pieces of Indian dress cuttings on the arms and legs not forgetting the headpiece (Hosein, 2008, p.

34). The Moko Jumbie masquerade celebrates the Africans from West Africa. The characters dance on high stilts dressed in long, colourful pants or dress. The character’ s height depicts a god who can see over evil. The sailor mas costume is used to reflect the British, American and French sailors who came into the island via ships. A unique costume is designed for each with accompanying music for the same. Jab and Jab Molassie masquerade celebrates the French culture. The Jab Jab depicts a pretty devil.

The characters wear colourful satin shirts which have rhinestones or mirrors on them. They also wear satin knickers, stockings on their feet, and cloth padded headpieces with horns. They carry a whip to complete the look. The Jab Molassie, on the other hand, depicts devil molasses. The character wears short pants, wire tail and a headpiece with horns. The masquerader's body is covered in mud, paint or oil. His legs are covered in chains and a pitchfork on the hands to complete the look.


Cowley, J 1996, Carnival, canboulay and calypso: Traditions in the making, Cambridge

University Press, Cambridge.

Green, GL 2002, ‘Marketing the nation: Carnival and tourism in Trinidad and Tobago’, Critique

of anthropology vol. 22 No. 3 pp. 283-304.

Hosein, GJ 2008, ‘Love for mas: state authority and carnival development in San Fernando,

Trinidad’, Journal of Eastern Caribbean Studies, vol. 33, no. 1, pp 31-53.

Mason, P 1998, Bacchanal! The carnival culture of Trinidad Temple, University Press,


Ramgulum, N. 2012, ‘Embracing environmental sustainability in the 21st century: An assessment

of Trinidad’s mice market’, in Global conference on business and finance proceedings

University of West Indies, St. Augustine Campus, Trinidad and Tobago, vol. 7, no. 2 pp. 343-354.

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