Inspired by the Caribbean's sounds and sights, the Caribbean Tourism Organization (CTO) and Caribbean Hotel and Tourism Association (CHTA) partnered to create "The Rhythm Never Stops," a marketing campaign enticing travelers to revel in the Caribbean's natural beauty, diverse cultures and hidden treasures.
Supported by a select group of destinations and private sector partners, the video presentation targets social media, including Facebook, Instagram and Google Display and features the electronic dance song "Lean On" by Major Lazer x DJ Snake (feat. MØ), one of the most-streamed songs on Spotify.
Hugh Riley, secretary general of the Caribbean Tourism Organization, said the Caribbean aims to be the world's most desirable tourism destination. "With the resilience of our people and the year-round nature of our product, we are determined to ensure that in the Caribbean 'The Rhythm Never Stops.’"
"In undertaking this collaborative marketing thrust, we hope to reinforce the power of 'Brand Caribbean,’ definitively showcasing and celebrating our diverse cultural appeal through a campaign that will encourage visitors to find their own rhythm in the Caribbean," he added.
Frank Comito, director ceneral and CEO of the CHTA, said, “Visitors, past and present, have not been introduced to the offerings of our vast and diverse region. We will change that by highlighting the charms contained in the million square miles of Caribbean Sea, home to French, English, Spanish, Dutch, Creole, African, Asian, American and many other cultures.”
The initial phase of the online campaign runs for 12 weeks. It highlights destinations such as the Bahamas, the Cayman Islands, Jamaica, the French department of Martinique and Saint Lucia, Grenada and Trinidad & Tobago.
Both CHTA and CTO will track results of the digital advertising and social media-sharing campaign and continue to encourage other tourism-related entities to get on board with their longer-term collaborations.
Phase two of the campaign will be announced soon.
Phase one was made possible by Mastercard, Hilton Hotels & Resorts, Marriott International, the Saint Lucia Tourism Authority and Saint Lucia Tourism Enhancement Fund, Grenada Tourism Authority, Jamaica Tourist Board, Bahamas Ministry of Tourism, Martinique Tourism Authority, Cayman Islands Department of Tourism, and the Trinidad and Tobago Ministry of Tourism.
For more information, visit www.caribbeantravel.com.