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
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.