The MPE Caribbean Report Newsletter offers travel, tourism, Caribbean and global news weekly. To share stories, information or intelligence, contact us at [email protected].

JANUARY 15, 2024

Celebrating Dr. Martin Luther King, Jr

On this Martin Luther King Jr. Day, we honor the enduring legacy of a visionary leader who dedicated his life to advancing civil rights and social justice, promoting equality at every turn. 

Dr. King’s dream, encapsulated in his iconic “I Have a Dream” speech, remains a powerful source of inspiration. It reminds us of the ongoing work required to create a more inclusive and equitable society where positive change is at the forefront of our collective efforts.

As we reflect on his teachings and the continuous struggle for justice and equality, let us redouble our commitment to the principles of fairness, compassion and unity. 

Together, we must work towards a future where every voice is heard, every individual is valued, and the dream of a just and inclusive society becomes a reality.

FCCA PAMAC Cruise Summit highlights

Representatives from cruise lines, destinations, tour operators, and cruise industry stakeholders participated in the FCCA’s PAMAC Cruise Summit

The Florida-Caribbean Cruise Association’s (FCCA) Platinum Associate Member Advisory Council (PAMAC) Cruise Summit is drawing to a close aboard the magnificent Norwegian Gem with the highest number of participants ever from the Caribbean and Mexico.

A key feature of the Summit has been the opportunity for focused engagement with key cruise line decision makers.

FCCA Platinum members and Presidential Partners, including representatives from numerous Caribbean destinations, were on hand to participate in the timely discussions. After departing from Miami, the ship’s itinerary included Key West, Cozumel, and Great Stirrup Cay in the Bahamas.

The next PAMAC session is the Destination Summit in Jamaica, June 12-14, 2023.

CMEx supports Caribbean youth

CMEx President Bevan Springer (left) with FCCA CEO Michele Paige

Following the successful 2023 Leadership Awards Luncheon and Fundraiser, the Caribbean Media Exchange (CMEx) will be making a series of donations to nonprofit organizations and other causes committed to supporting young persons in the Caribbean.

CMEx President Bevan Springer was pleased to present the first such contribution of 2024 to the FCCA Foundation, represented by FCCA CEO Michele Paige, during the FCCA PAMAC Cruise Summit aboard Norwegian Gem. The $2,500 gift will be directed towards one of the Foundation’s initiatives that benefits Caribbean youth.

Quotable Caribbean

“A strong, vibrant, financially viable tourism sector in the Caribbean region benefits everyone, but we need to all speak with one voice. We are leaving significant revenue on the table by constricting travel in the region; more now than ever, visitors can stay longer (due to remote work) but want to have a multifaceted experience, visiting more than one destination. But they will only do so if this can be achieved seamlessly and at an affordable cost. There is much opportunity here to tell a whole new Caribbean story.” – Patricia Affonso-Dass, Group General Manager, Ocean Hotels, Barbados

PR tips for building brand awareness

Building brand awareness is essential for long-term success in today’s competitive business landscape. Public relations is an essential tool in shaping how the public perceives a brand. Here are some tips to help you succeed in the brand awareness game.  Every successful brand has a compelling story to tell. A brand’s narrative should resonate with its target audience, showcasing its mission, values and unique selling points. Storytelling techniques can create an emotional connection that leaves a lasting impact.  Social media is a powerful tool for brand exposure. Consistent, engaging content across platforms can help reach a broader audience. Content should be not only informative and timely, but also shareable. Infographics, videos and interactive content are more likely to be shared on social media, expanding a brand’s reach organically.  Online reputation is crucial, so it’s imperative to monitor online reviews, comments, and social media mentions. Respond promptly and professionally to both positive and negative feedback, demonstrating a commitment to customer satisfaction.  Attending and actively participating in industry events, conferences, and trade shows provide opportunities for networking and showcasing your brand to a broader audience. Leveraging speaking engagements and sponsorships can also enhance brand visibility.  Establishing the brand as a thought leader positions it at the forefront of the industry and enhances credibility. Some ways to do this are through contributing articles, whitepapers, and expert opinions to reputable publications.  Brands should regularly assess the impact of PR efforts through metrics such as media coverage, social media engagement, and website traffic. Analyze the data to understand what strategies are working and be ready to adapt the approach.  Building brand awareness through PR is a process that requires a strategic, multifaceted approach. It’s a goal as well as a journey.

Digital Digest

Producing Viral Content – Myth vs Reality

Creating viral content is what every advertiser, marketer and content producer dreams of, but it isn’t always straightforward. There are no set formulas or recipes for success, so it’s important to get the basics right.

• Audience: Understanding your audience is the key. The first contact for viral content starts with your native audience, which then acts as a catalyst to reaching far and wide. You can generate massive reach if your content resonates well with your audience and can strike a chord with a larger audience.

• Unique and Remarkable: The goal is to create content that’s not “one size fits all”. The content must have a unique element that separates it from the sea of sameness.

• Theme: While some viral content has no theme or story behind it, a safer approach is to work with a strong theme or message. Ideally, one that evokes emotions. The theme is not restricted to serious content; comical content has a higher chance of going viral.

• Relevance: Study the spikes in current events and popular culture and find a trending topic. Relevance and timing are of utmost importance for generating viral content. When something is already trending, it’s easier to ride the wave and reach the masses.

• Content Optimization: No matter the quality of the content, if the content is not displayed or appropriately presented on multiple screens and social media platforms, it will never reach your desired audience. Tailor and optimize your content based on the devices and platforms to ensure you achieve maximum reach.

The quest to create viral content is worthwhile, but having a systematic approach to creating content that connects, reaches and engages should not be overlooked. Ten to 20 percent of all efforts in a monthly production cycle should be experimental, which usually leads to the brand finding its voice. 

Medical Moment

World Neglected Tropical Diseases Day takes place on January 30. 2024.

Neglected tropical diseases (NTD) comprise a diverse group of 20 conditions that are prevalent mainly in tropical areas, where they primarily affect impoverished communities and disproportionately affect women and children.

They include diseases such as dengue and chikungunya, dracunculiasis (Guinea-worm disease), human African trypanosomiasis (sleeping sickness), (Hansen’s disease (leprosy), rabies and scabies.

The purpose of World Neglected Tropical Diseases Day is to reflect on the suffering caused by NTDs, celebrate those who are engaged in tackling their burden and the accomplishments of the global NTD community, and gather more support towards their control, elimination and eradication.

Marketplace Excellence Corporation (MPE) is a global public