Caribbean unveils region-wide marketing campaign
Tourism organisations in the Caribbean have launched a region-wide marketing campaign, The Rhythm Never Stops.
The Caribbean Hotel and Tourism Association (CHTA) and the Caribbean Tourism Organisation (CTO) unveiled their collaborative dynamic digital campaign this week.
Supported by a select group of destinations and private sector partners, the video presentation targets social media, including Facebook, Instagram and Google Display.
It features the electronic dance music of Lean On by Major Lazer x DJ Snake (feat. MØ), one of the most-streamed songs of all time on Spotify.
CTO secretary general Hugh Riley said the Caribbean aims to be the world’s most desirable tourism destination.
"With the resilience of our people and the year-round nature of our product, we are determined to ensure that in the Caribbean ‘The Rhythm Never Stops’.
"In undertaking this collaborative marketing thrust, we hope to reinforce the power of ‘Brand Caribbean’, definitively showcasing and celebrating our diverse cultural appeal through a campaign that will encourage visitors to find their own rhythm in the Caribbean," he said.
The initial phase of the online campaign runs for 12 weeks. It highlights destinations such as The Bahamas in the north; Cayman Islands and Jamaica in the western Caribbean; the French department of Martinique and its eastern Caribbean neighbor St. Lucia, as well as Grenada and Trinidad & Tobago in the south.
Both CHTA and CTO will track results of the digital advertising and social media-sharing campaign and continue to encourage other tourism-related entities to get on board with their longer-term collaborations.
Phase two of the campaign will be announced soon.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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