`Life Needs the Caribbean`

21st Jun 2002

The new Caribbean Hotel Association president for the 2002-2004 term is Simon Suarez,
executive vp of Dominican Republic-based Coral Hotels and Resorts. Suarez, who
was appointed at this year`s Caribbean Hotel Industry Marketplace, takes over
the helm of the hotel association as the $16 million regional marketing effort,
entitled “Life Needs the Caribbean” gets off the ground in July. The first
component is an eight-week, $4.6 million cable TV campaign on 14 U.S. stations
beginning next month, to be followed later this fall and winter on additional
U.S. stations and in Europe.
The ads carry the tag line “Ask your travel agent,”
a toll-free number and a Web site address. Expedia is field testing a private
booking engine that will enable both agents and consumers to book Caribbean
vacations directly from the Web site link.



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