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Bonaire launches new branding campaign as part of the Tourism Recovery

May 24, 2022

Group shot of nine men and women smiling at the camera

As part of the Tourism Recovery Plan, Tourism Corporation Bonaire (TCB) has recently launched an extensive new branding campaign focused on the North American market. TCB has embarked on a robust branding initiative to re-position Bonaire, refresh its identity and re-introduce the island to key target markets. One of the objectives as part of the plan is the “REPOSITIONING OF BONAIRE IN HARMONY WITH NATURE AND OUR PEOPLE”. TCB hopes to inspire the global citizen with the characteristics of being an Eco-Conscious Traveler, Adventure Traveler, Volunteer Traveler and more. The global citizen has a worldly view and is aware of the beauty it offers. They understand that they must act in order to experience the beauty for themselves and the future.

TCB with the launch of the new branding campaign will also implement its 100% digital strategy. TCB as of now will only be investing in digital branding/marketing opportunities and will slowly move away from traditional print advertising. #sustainability

Key target markets for the North American market include but not limited to Florida, Connecticut, Illinois, Indiana, Michigan, Minnesota, New Jersey, Ohio, Pennsylvania, Wisconsin, New York, Atlanta and Houston and Toronto, Canada.

Additionally, TCB’s trade strategy will also be rolled out as part of the new branding campaign. TCB will be launching an awareness campaign in partnership with American Airlines to stimulate the shoulder months focusing on Canada and USA. Expedia will also be launching a creative Bonaire campaign early June 2022 in partnership with the Bonaire Bond Program. In honor of the bookings made on Expedia, Bonaire Tourism will plant coral trees through the Bonaire Reef Renewal program.

Elements of the campaign will focus on Bonaire’s authentic culture, water activities, diving, culinary experiences, tranquil environment and most importantly our people. A full recap of the results of the campaign will be shared during the annual tourism summit scheduled to take place September 2022.

With the launch of the campaign, TCB also introduced its first phase new landing page titled – Visitors can explore and learn more about Bonaire on this digital platform. The new completed Bonaire website will be launched summer 2022 just in time to inspire travel for the upcoming winter season.