Over the last six years, NJFPR has been relentless in pitching St. Lucia as a "Must-See", "It" and leading honeymoon destination. To differentiate the island, the Agency spread the word by pitching St. Lucia's unique landscape, people, culture, hotel properties and beaches. By repeatedly staying top-of-mind with a range of editors and writers, NJFPR achieved a steady blitz of coverage, including cover stories in Condé Nast Traveler, O The Oprah Magazine and Miami Herald's Travel Magazine; broadcast coverage such as The Food Network's "Paula Deen St. Lucia Family Vacation;" and feature stories including in Food & Wine, The Wall Street Journal, USA Today, Travel + Leisure, Outside, American Way, Sky, Brides, Modern Bride, Caribbean Travel & Life and many others.

As a result of continued media placements, St. Lucia was recognized on the coveted "53 Places To Go in 2008" list by The New York Times and the "'It List' of 10 Must-Visit Destinations" by Concierge.com, ranked as one of the "Top Destinations for 2008" by Frommers.com and named on Recommend's "Sexiest Romance/Honeymoon Destination in the Caribbean.".