LOCAL INDUSTRIAL PRODUCTS (PILs)
ORIGINS OF THE LOGO
OBJECTIVES
PROMOTION

ORIGINS OF THE LOGO
The logo developed for local products by the Association of Small and Medium Industries of Guadeloupe was adopted by Martinique and French Guyana in 1992.
OBJECTIVES
- Greater recognition of the role of PILs in the local economy
- Improvement in the quality of local products
- Improvement in competitiveness on the local and French markets
PUBLICITY DRIVES
1991, we like PILs a lot!
The A.M.P.I. launched a publicity campaign on TV, radio and hoardings to get across this new notion. Following this publicity drive, special shelf signs were used in the supermarkets throughout Martinique for PILs. Consumers very quickly learned to recognise local products.
1992, PIL pin competition.
This operation was organised around a poster and TV campaign. A competition to collect PIL pins was organised in the supermarkets and was designed to encourage consumers to buy local products to obtain pins. The pins were presented on a display board.

1994, the PIL Round Martinique Traditional Boat Race
This was the year when many novel ideas were developed to promote PILs:
- Publication of a directory of all the A.M.P.I’s members, their addresses and their PIL products.
- Making of three TV programmes about local industry.
- Organisation of the PIL Round Martinique Traditional Boat Race.
The public’s enthusiasm for the Round Martinique Traditional Boat Race was used to promote PILs in all the towns that stages started from. Games were organised and many prizes won.
1995 and 1997, PILs are winners!
This television game was on ATV, a local TV channel, and was a great success with viewers. Some days, ATV’s audience share was more than 30% for this time slot. A large number of viewers discovered Martinique’s industries and local products through lively reports and entertaining candidates.
An impact assessment has shown that the objective of making PILs better known among the public was achieved.


1994, 1996, 1999 : MADIN'EXPO, the local industry trade fair
MADIN’ EXPO promotes local industry. It was the brainchild of organisations involved in promoting economic development in Martinique – the Chamber of Commerce and Industry of Martinique, the Chamber of Agriculture, the Chamber of Trade and the Junior Chamber – and had the support of the local assemblies.
The aim was to create a ‘Buy Local’ reflex among Martinican consumers by insisting on the idea of "the right thing to do". The themes were the following:
- Madin’ Expo 94 : 1,000 quality products!
- Madin’ Expo 96 : Our very best!
- Madin’ Expo 99 : 2,000 products for the year 2000!
2000 : THE MONTH OF INDUSTRY
The aim of THE MONTH OF INDUSTRY, organised in June 2000, was to promote local industry and resulted from the desire of the A.M.P.I. and the Chamber of Commerce and Industry of Martinique to encourage the development of local industry. It was decided to undertake a long-term awareness campaign to bring the industrial sector and business closer to the public.
The aims of the events organised during THE MONTH OF INDUSTRY were:
- Underlining the importance of industry in the Martinican economy
- Promoting the industrial workforce and its know-how
- Ensuring a better understanding of Martinique’s economic fabric.