$75 Million In Advertising Offered To Caribbean Hotels In Barter
A program for the exchange of advertising services for hotels and
companies of the Dominican Republic and Caribbean media in United
States, Canada, Europe and international airports around the world,
was presented by the Center for Information and Communication (CICOM)
and Canadian-based The Media Group (TMG).
TMG and CICOM announced a strategic alliance with an advertising
offer to make $75 million (USD) available in exchange for businesses
based in the Caribbean, including the main electronic media (TV,
radio), newspapers, magazines, online, mobile phones and the like,
and a further $40 million on advertising billboards in 207 global
�Our facilities are aimed at advertising hotels, recreational
facilities, real estate, restaurants, sports facilities (golf),
marinas, hotels, tourism associations, and governments of the
countries where these facilities are located,� asserted Cesar Heal,
CICOM senior manager, responsible for the project.
Manuel Canales of TMG noted that the companies concerned have access
to the inventory of media and other facilities under the program and
choose those that are of interest to place advertising.
�Our specialty,� Canales said, �is to provide an alternative to
significant cash disbursements, which is to trade hotel-rooms for
appropriate promotion to customer needs. After receiving the data
from the target market details of the customer, our company develops
a marketing and media plan based on demographic and economic
provision to be invested by the company concerned.�
This exchange program, for advertising services, allows hotels to
use part of its inventory of unsold rooms for advertising in the
markets of their interest without making the huge outlays of money
required by traditional advertising. Governments may also
participate by making arrangements with hotels to provide a program
and include some forms of institutional advertising.
For instance, the hotels in Puerto Plata and Saman� could contribute
$500 thousand dollars in hotel-rooms, and the government can
contribute a similar cash sum for an advertising program in the
United States or Canada for Puerto Plata and Saman�.
�In response to the needs of Dominican Republic and the Caribbean,
CICOM wanted to stay at the forefront in supporting the development
of tourism as a strategic alliance with a company to market
advertising exchange room, which is a tool that facilitates and
lowers investment promotion,� said Manuel Cede�o Quiteria, president