The Bahamas Telecommunications Company (BTC) says last week’s launch of its ‘Feel the Vibes’ initiative signals the carrier’s renewed focus on the consumer through an improved network and services.

The communications provider, in a statement, said the launch also involves a refreshed brand identity with rebranded retail stores, new staff uniforms and cultural entertainment. It added that ‘Feel the Vibes’ was introduced following the recent rebrand that transformed BTC’s immediate parent, C&W Communications, into Liberty Caribbean.

Sameer Bhatti, BTC’s chief executive, said, “Feel the Vibes wasn’t just a marketing decision; it was a deeply intentional choice rooted in our understanding of the Bahamian people and culture. We’re not only recreating our image, but we also wanted to reflect who we truly are and how we aspire to serve.

“This movement is about amplifying the warmth, creativity and rhythm that define our people. Whether it’s through the smile of our frontline staff, the beats playing in our stores, or the way we respond to our customers’ needs, we are committed to ensuring that our vibe is incorporated into every touchpoint.

“This is BTC, embracing the future while celebrating everything that makes The Bahamas special. On the heels of ‘Feel the Vibes’`, we also have two major announcements of new technology in Bimini and upgrades on Grand Bahama, so stayed tuned.”

BTC said ‘Feel the Vibes’ signals its desire to move beyond the boundaries of traditional telecommunications by showcasing its deeper community focus, underpinned by a digital-first strategy.

Keisha Edwards, BTC’s director of commercial operations, said: “We spent a lot of time listening to what our customers were telling us. They wanted more connection, more personality and more relevance. With ‘Feel the Vibes’, we’ve taken that feedback to heart. It’s not just a theme; it’s an experience.

“Our staff are energised, our stores feel alive, and our customers are at the centre of every decision we make. We want every interaction with BTC to feel authentic and uplifting. This is our promise to The Bahamas; to show up in ways that matter and to always feel the vibes.”

La’Shawn Cartwright, a BTC manager attending the launch, said: “Being part of the ‘Feel the Vibes’ event was truly inspiring. There was a real sense of pride in the air, knowing that BTC is not only evolving technologically but also embracing the soul of The Bahamas.

“For me, ‘Feel the Vibes’ signals a deeper commitment to our people, showing that every call answered, every smile shared and every service provided carries the heartbeat of our culture.”