CARIBBEAN TOURISM ORGANIZATION

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1 CARIBBEAN TOURISM ORGANIZATION

2 Overview of CTO and its Departments Marketing the brand

3 Caribbean Tourism Organization The region s tourism development agency providing specialized support and technical assistance to 33 member countries and private sector members in the areas of: Financial & Resource Management Sustainable Tourism Development Research & Information Technology Human Resource Development Advocacy/Representation Marketing and Communications

4 Caribbean Tourism Organization Mission Statement To provide to and through its members the services and information necessary for the development of sustainable tourism, for the social and economic benefit of the People of the Caribbean.

5 Caribbean Tourism Organization Categories of Membership Governments Carrier members Allied members Chapter members Retail Travel Agency members Affiliate members

6 CTO Member Countries Anguilla Curacao St. Eustatius Antigua & Barbuda Dominica St. St. Kitts & Nevis Aruba Dom. Republic St. Lucia Bahamas Grenada St. Maarten Barbados Guadeloupe St. Martin Belize Guyana St. Vincent & Grenadines Bermuda Haiti Suriname Bonaire Jamaica Trinidad & Tobago British Virgin Islands Martinique Turks & Caicos Islands Cayman Islands Montserrat United States Virgin Islands Cuba Puerto Rico Venezuela

7 Affiliate Members Include: Caribbean Hotel & Tourism Association UN World Tourism Organization Association of Caribbean States Caribbean Central American Action Inter-American Institute for Cooperation on Agriculture Organization of American States Organization of Eastern Caribbean States

8 ORGANIZATIONAL STRUCTURE Council of Ministers Board of Directors Executive Council Executive Committee Technical Committees Secretary General Deputy Secretary General Director of Research & Information Technology Director of Marketing for the Americas Director of Marketing for UK/Europe Director of Finance & Resource Management Director of Human Resources CTO Chapter System

9 Funding Formula Countries They pay membership dues Contribute to a Regional Marketing Fund (RMF). The dues and the RMF payments are based on a tourism arrivals formula, thus ensuring an equitable distribution of the financial obligation across the 33 member-countries.

10 Other Funding Extra-Regional funding agencies re projects and services CTO s income-generating activities

11 Caribbean Tourism Organization Project Funding

12 Finance & Resource Management Managing the finances of CTO s operations globally. Coordinating the sourcing and acquisition of funding from worldwide funding agencies to provide programs that benefit CTO s members. Contracting legal, auditing and other professional services to ensure compliance with applicable standards and regulations.

13 Sustainable Tourism Department Facilitates the sustainability of tourism throughout the region.

14 STC Bermuda

15 STC Bermuda

16 STC Bermuda

17 STC Bermuda

18 STC Bermuda

19 Research and IT Provide information on which to make informed decisions Focus on and measure consumer behaviour Focus on and measure the vacation experience Provide the technology tools to facilitate effective communication

20

21

22 Human Resources Department Stimulates the environment for the development of a World Class tourism workforce in the Caribbean, which is able to deliver an exceptional tourism experience.

23 Human Resources Dept.

24 Advocacy

25 Advocacy

26 Advocacy

27 Advocacy

28 CTO is the Global Voice of 33 Countries

29 Marketing and Communications Manage the Public Relations, marketing agencies and professionals contracted in the US, Canada, the UK, France, Germany, Holland and Italy. Provide significant benefits to the entire list of member countries by raising the awareness of the Caribbean brand and providing opportunities for individual member countries to take advantage in their own specific ways.

30 Crisis Communications

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36 Caribbean Week in NY

37 Travel Agent Day - Canada

38 Leadership Strategy Conference 2010

39 Leadership Strategy Conference 2010

40 CTO marketing + CHTA marketing = CTDC

41 Caribbean Tourism Development Company To own, promote, protect, advance and enhance the Caribbean brand.

42 The task Using the theme Life Needs the Caribbean, create a website that delivers the best of our region s tourism product.

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46 Advertising Opportunities on CaribbeanTravel.com

47 Communicating through newspaper campaigns.

48

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50 Communicating through our members

51

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53 Communicating through major trade and consumer events.

54 Communicating through sports

55 Communicating through public relations.

56 Extensive PR coverage generated by our public relations agencies

57

58 Caribbean Tourism Development Company Empire State Building Lighting Caribbean Heritage Month June 18, 2008 Total Running Time: 21 seconds Audience: 457,000

59 Jenna Wolfe, NBC TV

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65 Communicating through branded merchandize.

66 MENSWEAR SS10 CLASSIC T-SHIRT 100% ringspun cotton 165gsm double needle stitching colour options

67 MENSWEAR KB341 TREND T-SHIRT 100% cotton jersey white contrast trims colour options

68 MENSWEAR 220M COLLEGE T-SHIRT 100% cotton 200gsm velvet trim on inside neck

69 MENSWEAR 120M VINTAGE T-SHIRT 100% cotton 180gsm faded vintage effect colour options

70 WOMENSWEAR SS75 CLASSIC POLO 100% cotton pique 170gsm 4 button placket *Island flag on sleeve optional extra colour options

71 WOMENSWEAR SK042 FASHION POLO 96% cotton / 4% elastane micro pique 200gsm 6 button placket *Island flag on sleeve optional extra

72 WOMENSWEAR K730 SLEEVELESS GOLF SHIRT 100% cotton pique white contrast placket 170gsm hemmed armholes colour options

73 WOMENSWEAR SK102 FASHION T-SHIRT 98% / 2% spandex 135gsm *Island flag on sleeve optional extra colour options

74 WOMENSWEAR FR17 BEACH OVERSHIRT 55% cotton / 45% linen 130gsm side vents colour options

75 CHILDRENSWEAR GD05B T-SHIRT 100% cotton orange / sapphire 180gsm

76 BRANDED NECK LABEL, BUTTONS & SWING TICKETS

77 ACCESSORIES BG663 BEACH BAG washed canvas size: 46 x 35 x 12cm metal trims colour options

78 ACCESSORIES QD103 LIGHTWEIGHT RUCKSACK micro ripstop polyester 520gsm breathable mesh back panel

79 ACCESSORIES SK72 BEACH HAIR BAND 96% cotton / 4% elastene

80 ACCESSORIES 4205 BASEBALL CAP linen / natural colour sandwich peak

81 ACCESSORIES 4210 BASEBALL CAP 100% brushed cotton navy / white sandwich peak

82 ACCESSORIES BC041 SPORTS VISOR 100% cotton pre-curved visor self fabric side adjuster

83 ACCESSORIES MM03 TEDDY BEAR 12 bear cotton T-shirt printed

84 The greatest problem with communication is the illusion that it has been accomplished. George Bernard Shaw

85 For more in formation on the Caribbean Tourism Organization visit One Sea, One Voice, One Caribbean. Thank you!

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