CHA and CTO Launch New Branding Campaign with Single Logo
NEW YORK, NY, May 18, 2006. The Caribbean Tourism Organization (CTO) and the Caribbean Hotel Association (CHA) along with a group of "Charter Partners" from both the public and private sectors in the Caribbean have launched a new branding campaign. The aim is to raise awareness of the unique vacation experiences available to consumers, as well as the diversity of the destinations and facilities throughout the region, all linked with one identifiable Caribbean logo.
The creation of this new branding effort began in October 2005 with the signing of a Memorandum of Understanding and Cooperation by the CTO Chairman, Hon. Pamela C. Richards, and CHA President, Berthia Parle, followed by the formulation of plans under the dual direction of the CTO Secretary General and the Director General of CHA. Those plans have resulted in the creation of a "One Caribbean" strategy for extending the Caribbean brand.
"Essentially, inclusion of the new Caribbean brand logo in all of the promotional and administrative material of both public and private sector members should catapult the Caribbean region to an unprecedented level of awareness and demonstrate a degree of cooperation and coordination that will be the envy of the tourism world," said Vincent Vanderpool-Wallace, CTO Secretary General.
"We are confident that inclusion of the Caribbean logo will also enhance the value of individual hotel brands by proudly declaring their affiliation with the Caribbean," said Alec Sanguinetti, CHA Director General and CEO. "We've had a lot of interest in this branding initiative from our members and anticipate a wide acceptance and use throughout the Caribbean hotel industry," he added.
The "Charter Partners" -- the first who agreed to use the logo in their advertising and collateral materials -- include:
The Islands of the Bahamas
Puerto Rico
St. Kitts
U.S. Virgin Islands
Sandals and Beaches Resorts
Those Charter Partners were presented with a memento to mark the occasion.
The Caribbean and the membership of the CTO and CHA are a diverse collection of individual destinations, hotel chains and independent resorts.
"Many of our members are too small to effectively market their destinations or hotels in the worldwide arena," said Vanderpool-Wallace, adding, "But the Caribbean as a region is very well known around the world. In fact, it is probably better known globally than most of its constituent islands. This leads us to an inescapable conclusion and an unprecedented opportunity. In the past we described the Caribbean as the world's best known, unowned brand. Today the brand has an owner."
CHA's Sanguinetti added, "We will strengthen our brand by working together with the public sector to improve our destination facilities and protect our reputation."
Marriott International, Inc. (NASDAQ: MAR) is a global leading lodging company based in Bethesda,Maryland, USA, with more than 4,200 properties in 80 countries and territories. Marriott International reported revenues of nearly $14 billion in fiscal year 2014. The company operates and franchises hotels and licenses vacation ownership resorts under 19 brands, including: The Ritz-Carlton®, BVlgari®, EDITION®, JW Marriott®, Autograph Collection® Hotels, Renaissance® Hotels, Marriott Hotels®, Delta Hotels and Resorts®, Marriott Executive Apartments®, Marriott Vacation Club®, Gaylord Hotels®, AC Hotels by Marriott®, Courtyard®, Residence Inn®, SpringHill Suites®, Fairfield Inn & Suites®, TownePlace Suites®, Protea Hotels® and MoxyHotels®. Marriott has been consistently recognized as a top employer and for its superior business ethics. The company also manages the award-winning guest loyalty program, Marriott Rewards® and The Ritz-Carlton Rewards® program, which together surpass 50 million members. For more information or reservations, please visit our website at 
