UK Campaign Launched For Caribbean Tourism Month

The Caribbean Tourism Organisation (CTO) has mounted a five-day campaign in the Daily Mirror and Sunday Mirror newspapers in the UK, as part of the pre-promotional activity surrounding Caribbean Tourism Month 2011.

The promotion, which got underway on Sunday 8 October,ÔøΩ features a half-page competition with a two-person ÔøΩ5,000 Caribbean holiday prize to win each day. The resorts and destinations participating are

• Rex resorts;

• Almond Resorts;

• The Dominican Republic Tourist Board;

• LaSource Grenada and

• Harlequin Hotels & Resorts

A pair of flights from the UK is supplied each day by British Airways. The promotion, which will reach the Daily Mirror's 1.2 million circulation and the Sunday Mirror's 1.9 million circulation, will also feature onÔøΩwww.mirror.co.uk, which receives an average of 716,114 daily browsers.

Each day the editorial coverage will feature a description of the destination and hotel and the details of a two-person holiday prize to this property with flights which can be won. The newspaper will be promoting the competition its under the banner of "ÔøΩ25,000 of Caribbean holidays to win"ÔøΩ with each day's coverage including imagery and logos, including the CTO logo.

Reaching an even wider UK audience, the five-page promotion will be syndicated front half of Daily Record and Sunday Mail in Scotland. The newspaper will also carry out complimentary below-the-line email marketing to theÔøΩmirror.co.uk database and 100,000 IMP ads on the Daily Mirror website.

Hugh Riley, the CTO chief executive and secretary general said, "The CTO is delighted that such a large British national newspaper group is collaborating with us to promote the Caribbean this year. The travel and tourism markets are becoming increasingly competitive and challenging and as such we're aware of the need to find new methods, with more impact, to communicate the appeal of our destinations, especially in countries such as Britain where our islands and destinations have been known for many years.

"We look forward to seeing the results and also with undertaking such large-scale digital promotion and working with a Scottish audience"ÔøΩ.

The promotion will extol the virtues of the Caribbean as a winter sun destination from the UK and discuss the finer details of the properties and destinations participating.