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The Caribbean Hotel Association and The Caribbean Tourism Organization
Launch New Branding Campaign with Single Identifiable Logo
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NEW YORK, NY (May 18, 2006) -- The Caribbean Tourism Organization (CTO) and the Caribbean Hotel Association (CHA) along with a group of “Charter Partners” from both the public and private sectors in the Caribbean have launched a new branding campaign.  The aim is to raise awareness of the unique vacation experiences available to consumers, as well as the diversity of the destinations and facilities throughout the region, all linked with one identifiable Caribbean logo.
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The creation of this new branding effort began in October 2005 with the signing of a Memorandum of Understanding and Cooperation by the CTO Chairman, Hon. Pamela C. Richards, and CHA President, Berthia Parle, followed by the formulation of plans under the dual direction of the CTO Secretary General and the Director General of CHA.  Those plans have resulted in the creation of a “One Caribbean” strategy for extending the Caribbean brand. 
 
“Essentially, inclusion of the new Caribbean brand logo in all of the promotional and administrative material of both public and private sector members should catapult the Caribbean region to an unprecedented level of awareness and demonstrate a degree of cooperation and coordination that will be the envy of the tourism world,” said Vincent Vanderpool-Wallace, CTO Secretary General.
 
“We are confident that inclusion of the Caribbean logo will also enhance the value of individual hotel brands by proudly declaring their affiliation with the Caribbean,” said Alec Sanguinetti, CHA Director General and CEO.  “We’ve had a lot of interest in this branding initiative from our members and anticipate a wide acceptance and use throughout the Caribbean hotel industry,” he added.
 
The “Charter Partners” -- the first who agreed to use the logo in their advertising and collateral materials -- include:
  • The Islands of the Bahamas
  • Puerto Rico
  • St. Kitts
  • U.S. Virgin Islands 
  • Sandals and Beaches Resorts
Those Charter Partners were presented with a memento to mark the occasion.
 
The Caribbean and the membership of the CTO and CHA are a diverse collection of individual destinations, hotel chains and independent resorts.  
 
“Many of our members are too small to effectively market their destinations or hotels in the worldwide arena,” said Vanderpool-Wallace, adding, “But the Caribbean as a region is very well known around the world.  In fact, it is probably better known globally than most of its constituent islands.  This leads us to an inescapable conclusion and an unprecedented opportunity.  In the past we described the Caribbean as the world’s best known, unowned brand.  Today the brand has an owner.” 
 
CHA’s Sanguinetti added, “We will strengthen our brand by working together with the public sector to improve our destination facilities and protect our reputation.”
 
The Caribbean Hotel Association
The Caribbean Hotel Association (CHA) is dedicated to optimizing the full potential of the Caribbean hotel and tourism industry by serving member needs and building partnerships.  The members of CHA represent the entire spectrum of the hospitality industry’s private sector, from over 800 member hotels with more than 126,000 hotel rooms in 35 national hotel associations, to allied members including airline executives, tour operators, travel agents, trade and consumer press, hotel and restaurant suppliers, and others.  www.caribbeanhotels.org.

The Caribbean Tourism Organization 
The Caribbean Tourism Organization (CTO), with headquarters in Barbados and marketing operations in New York, London and Toronto, is the Caribbean’s tourism development agency and comprises membership of over 30 governments and a myriad of private sector entities.  The CTO’s mission is to provide to and through its members, the services and information needed for the development of sustainable tourism for the economic and social benefit of the Caribbean people.  The organization provides specialized support and technical assistance to member countries in the areas of marketing, human resource development, research and statistics, information technology and sustainable tourism development.  The CTO disseminates information on behalf of its member governments to consumers and the travel trade.  E-mail: ctony@caribtourism.com.  Web sites include: www.doitcaribbean.com and www.onecaribbean.org.  

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Contact: 

Johnson JohnRose
CTO
(246) 427-5242
jjohnrose@caribtourism.com
 

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Also See: Perry Sorenson Retiring After 15 Years as EVP and COO of Outrigger Hotels & Resorts; Barry Wallace Promoted to EVP of Hospitality Services / December 2005
Outrigger's Condominium Collection Appoints Key Executives; Charles Okazaki Named General Manager of the Outrigger Kanaloa at Kona / June 2005

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