Tourism Corporation Bonaire shares a recap of the outcome of PR efforts of the second quarter

Tourism Corporation Bonaire (TCB) delightedly shares the results of the different public relations efforts in partnership with Bonaire’s PR agency, Diamond Public Relations, for the second quarter of 2024.

The public relations plan for 2024 aims to continue raising awareness of Bonaire in the US, Canada, and German-speaking countries, such as Germany, Austria, and Switzerland (GAS market), as well as focusing on emerging travel trends, such as solo travel, culinary travel, and wellness travel. On top of that, the public relations efforts will continue highlighting the island’s commitment to nature preservation and local culture to attract guests who share similar values and want to engage with the local community through media to enrich their experiences.

Through the second quarter of the year, the different public relations efforts generated a mix of digital, print, and social media coverage, resulting in a sweeping reach of 48.7 million overall media impressions and 32 earned media placements in the North American market and 9.5 million overall media impressions and 20 earned media placements in the Europe markets.

Overview of efforts from April to June – North America
Throughout the second quarter of the year, the Bonaire team hosted a group press trip with a focus on the thriving culinary scene on the island and the after-dark experiences, two individual media visits, wrote and distributed a press release on the new JetBlue flights, and secured press hits in top-tier publications through ongoing pitch efforts.

Top press hits from April to June – North America
The top press hits of the second quarter include a stunning Bonaire story on Forbes.com, by Christopher Elliott, who visited the island in April, an article on the best snorkeling destinations in the world in Condé Nast Traveler, an article highlighting Bonaire as one of the 12 destinations where summer is the off-season on Fodor’s Travel, a stunning article highlighting Bonaire as one of the 17 most beautiful Caribbean islands on Veranda, and more. In addition, Bonaire and JetBlue received different coverage on TravelAndLeisure.com, TravelOffPath.com, and TravelAgentCentral.com, on the announcement of the new flights to the island.

Overview of efforts from April to June – Europe
Throughout the second quarter of the year, the Bonaire team hosted an individual media visit from Foodies Magazine NL and two group media visits focused on nature and leisure experiences. They also wrote and distributed press releases on Bonaire Yoga & Wellness Week 2024, Bonaire Culinair and Taste of Bonaire, and Bonaire in Shirma’s Caribische Smaken and secured press hits in top-tier publications through ongoing pitch efforts.

Top press hits from April to June – Europe
The top press hits of the second quarter include a spread on Bonaire’s nature activities and conservation efforts on NatureScanner.nl, a stunning article on Bonaire’s culinary offerings on 24Kitchen, the announcement on Bonaire’s Yoga and Wellness Week on Reisbizz.nl, and the yearly ReeFiesta organized by the Reef Renewal Foundation Bonaire on DuikenInBeeld.tv.

Upcoming
In the third quarter of the year, the Bonaire team will coordinate and host an individual media visit from De Zondag and a group press visit focusing on water-related activities. They will also continue working on a media event and PR activation around the new JetBlue flights in New York City, continue working on a GoPro partnership, Regatta Bonaire, and ongoing pitching efforts.

TCB wishes to thank all participating private sector partners and stakeholders for their continued support and cooperation with media hosting and content for ongoing pitching efforts.