Bonaire Launches “Spring Into Summer” Promotions

The island of Bonaire recently launched a number of focus promotional campaigns intended to keep Bonaire in the forefront of potential visitors’ minds as they plan their summer vacations.

The promotional campaigns include an on-line effort in the form of participation in electronic newsletters published by Sport Diver, Scuba Diving, and Caribbean Travel and Life magazines, as well as an on-line contest and home page lead on Caribbean Travel and Life’s web site. The on-line campaign highlights special tour operator packages to Bonaire, the celebration of Bonaire’s commitment to conservation, the activities scheduled for the Bonaire Dive Into Summer program, and Summer Savings Packages being offered by Bonaire’s on-island operators. The on-line campaign runs through October.

Bonaire’s other promotional campaign involves television marketing in three markets - Long Island’s east end (which includes the Hamptons), northern/central New Jersey, and New York’s Rockland County.

The Long Island television campaign will be run in conjunction with Hampton Dive Center, and television spots promoting Bonaire will be seen through the end of the year on ESPN, Sports News, Yankees Entertainment and Sports, National Geographic Channel, Versus, News 12 Long Island, and The Travel Channel, for a total of 2,711 commercials.

The television advertising effort in New Jersey is being run in cooperation with Blue Water Divers from mid-May until mid-August, with the television spots seen on the Discovery Channel, CNBC, National Geographic Channel, CNN Headline News, ESPN News, Travel Channel, FX, Planet Green, Hallmark Movie Channel, Chiller, Sleuth, Style Network, MLB Network, and TBS for a total of 3,094 commercials.

The television spots are in an eight week run in Rockland County as well, on ESPN, CNN, TBS, Discovery Channel, Speed Network, Versus, News 12 Hudson Valley, and ESPN News for a total of 768 commercials.

The commercials being used are 30 seconds long, featuring 23 seconds of the Diving Equipment & Marketing Association’s “Be A Diver” commercial combined seven seconds featuring Bonaire’s logo and the message “Sponsored by the Caribbean Island of Bonaire, A Diver’s Paradise”. (Source: Tourism Corporation Bonaire)

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