American Express Launches Brand-New Marketing Caribbean Promotion
American Express announced the launch of a new promotion in the Caribbean region at the opening of the Caribbean Hotel and Tourism Conference (CHTC), presented by the Caribbean Hotel Association and American Express. The meeting was held at the Hyatt Regency Miami, Florida, from June 17 to 19.
Dubbed “Live. Taste. Explore,” the program creates a distinctive and dynamic “destination experience” for American Express Cardmembers through unique merchant offers and experiences. “We want to bring a genuine enhanced experience and have chosen offerings carefully to include true values and activities that appeal to the traveler’s senses,” said Dianelys Rodriguez, VP Destination Business Development, Establishment Services International, American Express.
The campaign also benefits the local economy in participating destinations by stimulating the expenditures of visitors and promoting increased business; these in turn boost the economic well-being of workers, local
entrepreneurs, professionals, service providers, and other economic sectors.
The promotion is supported by a $5 million investment from American Express in marketing. Participating destinations for 2007 are Cancun, Cayman Islands, Cozumel, Puerto Rico, and Riviera Maya.
In addition to the “Live. Taste. Explore” initiative, American Express has continued supporting destination-specific campaigns developed jointly with national tourism boards, hotel associations, and other partners: Cayman Summer Splash 2007, Discover the USVI, Discover Bermuda, and Discover Aruba.
Furthermore, American Express has signed on as a private sector Charter Partner of the Caribbean Tourism Development Company (CTDC), the joint venture launched by the Caribbean Hotel Association and the Caribbean Tourism Organization to market the Caribbean brand worldwide.
As part the partnership, American Express’ Consumer Travel Network (CTN), the American Express travel agency network in the United States, will incorporate the new Caribbean brand logo in its marketing and promotion efforts to more than 600 travel agencies and call centers in North America.
