Visitors are encouraged to “Touch the Top” of the most iconic rocks in the Caribbean—the Saint Lucia Pitons.

The Saint Lucia Tourist Board has launched a highly interactive fun-filled social media campaign involving the island’s iconic twin peaks, the Pitons; and #saintluciarocks will become the latest call to action.

#saintluciarocks is a five month campaign that will run from Aug. 11 – Dec. 31, with the goal of showcasing Saint Lucia as the most popular Caribbean vacation destination, through the use of various social media platforms including Facebook, Twitter, Pinterest and Instagram.

As part of the campaign, Saint Lucians and visitors alike are being encouraged to share images via social media of themselves, friends and family touching the top of the iconic Saint Lucian Pitons, in any unique way they can imagine, and tagging the photo: #saintluciarocks.

Designated a UNESCO World Heritage site for over ten years, the iconic twin peaks are synonymous with Saint Lucian identity.

“Like the National Flag and the Saint Lucia Parrot, the Pitons are etched into the social fabric of our nation,” Director of Tourism Louis Lewis, said. “What better call to action can there be than to have all citizens and visitors who are greeted by their stunning beauty, to symbolically reach out and attempt to touch the top of the Pitons.”

Visitors and Saint Lucians can ‘Touch the Top’ of the Pitons from many vantage points including the two viewing sites upon entry into Soufriere and Tet Paul.

To ensure a highly successful campaign, the Tourist Board has rallied all industry partners by way of encouraging them to inform their friends and clients to ‘Touch the Top’ of the Pitons and share their photos via social media.

The campaign is being supported by robust digital marketing, print advertising, public relations and a direct push to consumers by members of the tourism industry, and regional marketing managers in key overseas markets.