Client: Caribbean Tourism Organisation
Communication goals: Promoting the diversity of the Caribbean as a tourist destination, increasing the popularity of the lesser known islands, and highlighting the numerous activities and experiences available to visitors beyond typical sun & beach vacations.
Communication measures: Since 2005 INEX Communications produces the annual print brochure “Karibik Magazin“. It is a magazine-style publication with a high quality look and feel informing consumers, trade professionals and the media about all CTO member countries. Special interest subjects such as diving, wedding & honeymoons or sustainable tourism are presented in attractive features. In 2007, an additional online version was launched (www.karibik-magazin.com)
Results: Due to financing through advertising, the project could be realised without additional costs for the client, even generating a considerable kickback. The three editions so far had a total print run of 500,000 copies. Via a supplement in quality consumer and trade magazines over 2 Million readers were reached. The magazine is also distributed at trade fairs and was sent to a selected group of journalists, who wrote about it or ran with the storylines. A competition generated consumer data, available to CTO members for marketing purposes.