Embracing the Diversity of the Caribbean

Written by: Melanie Neff, Account Director

As someone born and raised in Puerto Rico, the Caribbean is not just a destination—it’s home. I’ve been fortunate enough to build my career as an Account Director at CIIC PR by sharing the unique beauty and culture of this remarkable region with the world. From the white sand beaches of Barbados to the lush landscapes of Jamaica, the vibrant destinations of the Mexican Caribbean, and the serene shores of Puerto Rico, each locale holds its own story. For me, it's been about sharing those unique narratives with the media. 

Crafting Caribbean Stories: A Public Relations Strategy

Working with Palladium Hotel Group has been an integral part of my journey, allowing me to represent their renowned all-inclusive properties across key Caribbean destinations such as Jamaica, Punta Cana, and the Mexican Caribbean. As the demand for all-inclusive travel continues to rise, these regions are leading the way in delivering both luxury and convenience to travelers. My PR strategy has centered on highlighting not just the ease of all-inclusive travel but the authentic cultural experiences unique to each destination.

Expanding Wyndham’s Caribbean Footprint

In my work with Wyndham Hotels & Resorts, I’ve had the opportunity to shape the narrative around their growing presence in the Caribbean, particularly in the Dominican Republic. From the well-known hotspots like Punta Cana to the emerging destinations like Samaná, Wyndham is playing a pivotal role in defining the region’s hospitality landscape. My focus has been on positioning Samaná as an up-and-coming destination for travelers seeking more authentic and lesser-known Caribbean experiences. Through carefully crafted media strategies, I aim to raise awareness of Samaná’s unique offerings while enhancing the brand’s visibility across the Caribbean. Working with Wyndham Hotels & Resorts has allowed me to focus on two properties in Puerto Rico: Wyndham Grand Rio Mar and Wyndham Palmas Beach & Golf Resort. We’ve worked with influencers and media contacts to showcase local cuisine, family angle and hotel accommodations. 

Connecting Barbados with the Latin American Market

Barbados is an authentic tropical oasis rich in culture, history, and gastronomy, but when CIIC began working with the destination, a lack of awareness among Latin American travelers posed a challenge. The launch of a new Copa Airlines direct flight from Panama City to Bridgetown in July 2018 marked a turning point, opening the door for Latin Americans to explore Barbados. We aimed to position the island as a top Caribbean destination and raised awareness about the flight by targeting high-income feeder markets such as Panama, Argentina, Colombia, Brazil, Mexico, and Chile.

Our strategy included an inaugural flight group press trip that secured top media outlets from several Latin American countries. In response to the pandemic, we communicated travel protocols and targeted nomadic travelers, resulting in significant coverage for Barbados' welcome stamp visa initiative. As Copa Airlines resumed flights in 2022, we organized press trips around key island events and collaborated with influencers, reaching over 4 million followers. We also executed brand partnerships, like a digital campaign with Nike Running Club to promote the Run Barbados Marathon. By focusing on trade relations and participating in major events, including the launch of BTMI’s office in Panama and Brazil, we positioned Barbados as an undiscovered luxury getaway for Latin American travelers, successfully relaunching Copa Airlines flights and enhancing the island's cultural reputation.

Nevis, A Dream Destination

As a hidden gem in the Caribbean and the birthplace of a character from the musical “Hamilton,” the historic island of Nevis spans just over 36 square miles and offers stunning nature, rich history, and award-winning hotels. In 2021, the Nevis Tourism Authority (NTA) enhanced its tourism offerings, including the annual Nevis Ambassadors program, which CIIC managed for 2022. We secured U.S. trade and consumer media, to promote the island's gastronomy, wellness, and culture. Our campaign gained coverage in major outlets like TravelPulse and Travel + Leisure, and by fostering strong connections with our ambassadors, we maximized their influence to elevate Nevis’ profile in the tourism market.

Celebrating the Caribbean’s Diversity

For me, public relations in the Caribbean is about more than just promoting hotels and events, it's about crafting authentic stories that highlight the region’s diversity. Every island and destination has its own culture, history, and charm, and I aim to ensure that these distinctions are celebrated in the media coverage I secure. Whether focusing on family-friendly resorts in the Dominican Republic or romantic getaways in Jamaica, my strategy is to deliver tailored narratives that resonate with different target audiences while showcasing the richness of the Caribbean as a whole.

Looking Ahead: Strategic Growth and New Opportunities

As I look to the future, my goal is to continue expanding my PR efforts within the Caribbean, with a special focus on emerging destinations and deepening media relationships across the US, Canada, and Latin America. The Caribbean is a collection of vibrant stories waiting to be told, and I am committed to bringing those stories to life in every market I reach.