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More News From CHA's Caribbean Marketplace

January 15, 2007 By: Joe Pike Travel Agent

Aruba-In other news from CHA's Caribbean Marketplace, American Express announced it's launching a Caribbean marketing campaign, SuperClubs considers the Dominican Republic, St. Kitts unveils new logo, and more. American Express on Monday announced the launch of its regional marketing program "Beyond the Beach," for the fourth consecutive year. This multi-million dollar program aims to accentuate the diversity of Caribbean experiences through the company's card, travel, merchant and publishing divisions. The campaign's goal is to drive tourism to the Caribbean regions throughout the year and to promote increased awareness of the destinations to high spending, frequently traveling card members. Participating destinations are Anguilla, Antigua and Barbuda, Aruba, The Bahamas, Barbados, Bermuda, the Cayman Islands, the Dominican Republic, Jamaica, Puerto Rico, St. Lucia, St. Martin, Turks and Caicos, Cancun, Cozumel and the Riviera Maya in the Mexican Caribbean.

During a lunch hosted by SuperClubs at the Caribbean Marketplace, the all-inclusive powerhouse announced it was looking into opening a new property in the Dominican Republic. Jag Mehta, assistant to the executive chairman of SuperClubs, told media the property would be around the north coast of the Dominican Republic, near Puerto Plata. Mehta says a location announcement could come as early as February. Also, Suzanne McManus, vice president of public relations for SuperClubs, noted the recent opening of the new Breezes Resort in Varadero, Cuba. That property, which includes 400 rooms, five bars and four restaurants, opened January 1. Too, the Breezes Runaway Bay, located on Jamaica's north shore, will reopen on Saturday. It has been undergoing a nearly $20 million renovation since August.

St. Kitts unveiled a new logo Monday. The logo is of a script rendering of the location's name and a symbol, the national flower the Poinciana, and a tagline, "Explore, Feel, Love, Remember." "The look and feeling of St. Kitts' new logo was developed in accordance with recent research studies and reflects the direction for the island's long-term tourism strategy," says Minister of State in the Ministry of Tourism, Sports and Culture, Richard Skerritt. "We are seeking to appeal to a more affluent, sophisticated traveler who wants not only to relax on our beaches, but to have an enriching, meaningful tourism experience by interacting with our people, culture and nature."

John Hanratty, chief marketing officer for Travel Impressions, was on hand for a press conference Monday, where he announced Travel Impressions 2007 Caribbean, Bahamas, and Bermuda brochure. The brochure features new properties located throughout Barbuda, Barbados, Turk and Caicos, Grenada, St. Maarten, St. Lucia and the Dominican Republic. Some of the new properties include The Beach House Barbuda, a 21-room boutique hotel and the Somerset on Grace Bay in Turks and Caicios. Travel Impressions offers agents a 10 percent to 15 percent commission and a one percent commission bonus if booked online.

Bolongo Bay Beach Resort in St. Thomas is offering seven new add-on packages including one titled Water Adventure, which is $400 for two people and can be added on to the cost of any package or plan booked by a Bolongo guest. Additional people pay $200 each. Geared toward sports enthusiasts, the tours allow travelers to challenge the surf as well as explore the tropics from above and below sea level. For information on the other six packages visit [].

Gold Book Publishing, publishers of The Caribbean Gold Book, on Monday announced the guide would undergo a comprehensive renovation under a new name and image. The new The Magazine will have a new format that includes more regional and destination editorial content, updated facts-at-a-glance in each issue, as well as more than 1,300 updated detailed hotel listings from 32 Caribbean destinations.

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