CTO: U.S. climate puts "Life" on hold

FREEPORT, Bahamas -- The Caribbean Tourism Organization's regional television ad campaign, entitled "Life Needs the Caribbean," is on hold and will resume after the U.S. congressional elections Nov. 5.

The first phase of the $16 million campaign began airing on CNN, Fox and MSNBC Aug. 21.

An additional 14 cable channels were due to begin airing Sept. 16 for eight weeks.

However, the Trustee Executive Committee, responsible for overseeing the TV campaign, halted the ads Oct. 16.

Feedback indicated that the current U.S. economic and political climate has a negative effect on travel and is counter to what the ads are trying to portray.

In addition, individual Caribbean destinations advised that their own ad campaigns are having very little effect in stimulating business.

The TV ad campaign is a joint public/private sector promotion agreed to by heads of government of the Caribbean Community (CARICOM) last fall, following the Sept. 11 terrorist attacks.

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