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Fueled to a large extent by tourism and its attendant activities, the Caribbean region is also an emerging economic force on several other fronts. The advent of Caricom and free trade has meant an expanded export sector, a vibrant offshore industry, and a higher degree of affluence and growth in a market area of 34 million people. However, it's not a cohesive mass market, and it's important to understand and appreciate each island's unique attitudes, history and culture. In the same way that a Trinidadian passionately loves his crab and callaloo, the Barbadian his Cou-Cou and flying fish, and the Jamaican his salt fish and ackee, each of the islands of the Caribbean must be respected as individuals, and approached separately and knowledgeably for effective marketing and advertising programmes. Our extensive media reach throughout the English speaking Caribbean has not been a fortuitous accident - it has been the result of steadily acquiring a greater understanding of the territories we communicate to, and the nurturing of valuable and trusted media contacts from the Bahamas to Guyana. |
