In the tourism industry, exogenous factors like political instability, economic crisis, natural disasters, and the outbreak of diseases (Hai & Chick, 2011; Ritchie, Dorrell, Miller, & Miller, 2004) can cause destinations to decline and sometimes even totally disappear from the tourism map (Seddighi, Nuttall, & Theocharus, 2001). In this respect, tourism is a problematic industry (Getz, 2008). Destinations have an interest in developing strategies to mitigate the effects of these exogenous factors on inbound tourism. Communication with the tourism market using an effective recovery message (Walters & Mair, 2012) is the approach that this study covers. Brands are important intangible assets that can have significant positive effects (Park, Eisingerich, Pol, & Park, 2013) on the performance of a destination. Because of its image of an unsafe destination (Higate & Henry, 2009; Séraphin, 2011), Haiti has had great difficulties in building and developing a sustainable tourism industry. As a first step, the Haitian Destination Marketing Organization (DMO) took an initiative toward rebranding the country with an international logo and slogan competition via internet in 2012. According to the United Nations World Tourism Organisation (2007), a DMO is the organization responsible for the management and marketing of destinations. This definition implies that the role of the DMO varies and among its various tasks, a DMO manages the branding of the destination to help ensure that visitors go through visitation experiences that are at a minimum, highly satisfactory, and where possible, highly memorable (Gartrell, 1988). From March 10th to March 31st 2012, the Ministry of Tourism of Haiti (MTH), via an open call on their website, invited Haitians from its diaspora to participate in a contest to change the image of Haiti as a tourist destination by submitting a logo and a slogan that would become the new DMO emblem. The guideline that the Haitian DMO provides is very brief: “Imagine, create, compose and draw the Haiti of your dreams” (Delatour, 2012). As for the slogan, the choice of language is open (either in French, English, or Creole). The contestant has to provide a 3 page document: the first page with their details; a second page with the logo and a 10 line paragraph justifying their design, and the last page with a slogan and a 10 line accompanying explanation.