Published On: Sat, Oct 27th, 2018

New director CTB: more internet campaigns, less TV advertising

Paul-Pennicook-CTBWILLEMSTAD - More internet campaigns and less expensive advertisements on television. That is one of the plans of the new director of the Curacao Tourist Bureau (CTB) Paul Pennicook.

The marketing budget of the CTB is limited and therefore the little money that is available must be used correctly. According to Pennicook, internet campaigns also have more effect than advertising on TV. The budget of the CTB is 30 million guilders.

Pennicook says that Curaçao is fantastic. Prior to joining the CTB team, he had the opportunity to visit the island several times. He says he really loves the island and that there is huge potential here to grow tourism. This is exactly what he plans to do, says the new CTB Director.

“We are going to explore new markets in addition to enhancing the current ones we are already working with. I know the Dutch market is very strong. We’ve been growing the American market, the Canadian market and the Brazilian market in particular.” Penicoock also said that they are exploring other markets in the Latin American region that could mean a lot for Curaçao.

In the North American market, CTB will have to expose the product Curaçao where it has not been exposed yet. “We are launching a brand new global branding campaign in different markets.”

The CTB Director also said that he was in the U.S. last week where they are doing major projects in New York, Miami and Charlotte (North Carolina). Those are the gateways from which we have direct airlift. When we launch that project, we are confident that we will see growth in those markets.”

Pennicoock says that he knows about the financial situation of the island. But he also knows that there will never be enough money to do everything the CTB wants to do. So they have to be creative with the budget they have. “We are trying to make the best use of what we have!”

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