THE Caribbean Tourism Organisation’s debut UK consumer advertising campaign has proved to be a success with the CTO receiving thousands of responses from the public.
A database of names and addresses is being created from everyone who responds to the composite advertisements that are running in a range of quality newspapers until mid-March. They began in January.
All leads will be directed to agents who are part of the CTO’s Caribbean Travel Consultant training programme which now has 400 participants.
A consumer magazine on the Caribbean has also been distributed via the Mail on Sunday which also invites readers to request regional information.
CTO deputy director of marketing Jo Spalburg said:”The response has bettered our expectations and we will be looking at doing something similar again in the autumn. The aim is to highlight the diversity of the Caribbean holiday experience and channel more business through agents.”
Nearly $1m has been spent on the campaign, the first sign that the CTO has at last recognised the growth potential of the UK market. “It was a struggle to get more support for this market internally, but we have been able to show we can’t always rely on the UK to produce business,” said Spalburg.