Branding the Caribbean

Island-centric magazine and mailing campaigns offer advertisements

By: Kara Cutruzzula

The Caribbean is making a comeback just in time for the summer season. To increase visibility for the region, the Caribbean Tourism Development Company (CTDC) is reaching out to the regional travel industry with new marketing opportunities.

The two inventive ventures The Magazine and the Million-Home Integrated Marketing Campaign will provide travel-industry partners with value-added opportunities to draw potential visitors for the summer.

“We are always looking for new ways to help the Caribbean remain top of mind with travelers,” said Alec Sanguinetti, co-CEO, CTDC. “As the spring and summer vacation planning cycle gets closer, competition for the attention and business of travelers heats up. We have to continue to offer new ways for the industry to reach our target markets and therefore we are introducing a number of dynamic initiatives to help achieve this goal.”

CTDC will reach more than one million North American homes with a far-reaching hard-copy marketing campaign. A 16-24 page glossy magazine-quality supplement will transport readers to the Caribbean with insight and vacation suggestions. The distribution begins in four major-market newspapers in New York City, Philadelphia, Chicago and Fort Lauderdale in mid-May, the perfect time to boost summer bookings.

To pinpoint possible clients, an online promotion of 400,000 e-mail newsletters will be delivered to highly targeted opt-in consumers. For more information on this upcoming program and how to participate, contact Tom Garzilli at Custom Marketing Group 404-816-0841 or before March 31.

The travel-trade community will also receive the semi-annual third edition of The Magazine, previously known as The Caribbean Gold Book. The Summer ’08 issue will go out to more than 20,000 targeted travel agents in North America. Every Caribbean destination will be detailed and include over 1,300 hotel properties. More than 115,000 opt-in agents can also receive a digitalized version of the magazine via e-postcard.