TCB Worldwide | TCB - Europe Report
 TCB and Private Sector score at DuikVaker 2008 >
 February 9th and 10th, Holland’s annual biggest diving fair “DuikVaker” took place in the Veemarkthallen in Utrecht. Once again Bonaire was very well represented. TCB, BHG and Bonhata joined forces in the Bonaire-booth and attracted lots of interested consumers. Also partners like Duikeninbeeld.tv were very busy promoting the reporters contest and did an amazing job for Bonaire. Like every year, TCB sponsored the parking tickets. This was again a unique possibility for us to put our wonderful island close to our target group. Every visitor was given a parking ticket on arrival.
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E-zines in new branding to stimulate clickthroughs
After launching the new website, TCB Europe re-designed the e-zine. Within the next weeks all our subscribers will find a brand new e-zine in their inbox. The design and its content will stimulate more and more readers to click and surf to our new website.
 < old | new > 
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 Try before you die: diving on Bonaire >
JFK magazine, a very popular lifestyle magazine, published a list of 50 things to “try before you die”. In this list, Bonaire is named as the diver’s paradise in the Caribbean.
With a lot of beautiful spots like Rappel and Small Wall, the clear water, and the possibilities for wreck diving, you must see Bonaire’s waters at least once in your life, according to the reporters.
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Marketing Strategy best practice in Recreatie & Tourisme
In Recreatie & Tourisme (Recreation and Tourism) magazine, a publication for management in leisure, Bonaire was mentioned as one of the best examples on how destination marketing can be implemented. TCB Europe was mentioned for their effort to be as efficient as possible in connecting the consumer to our island with their way of focusing on a particular part of the market: the post-eco tourist.
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 Books for Bonaire: boxes keeps coming >
The campaign ‘Books for Bonaire’ has ended in December as 40 boxes containing over 450 books were sent to the public library on Bonaire. But still, lots and lots of books are brought to our office in Haarlem by Bonaire fans to support the library! More than 5 big boxes are again filled with books, ready to be shipped to our island!
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 < E-brochures: new branding lifts e-brochures to higher level
By redesigning our online diving brochures, TCB Europe is personalizing their public communications. According to the new Kon ta Bai? branding, in which personal contact is an important issue, the image builders of Bonaire will tell their stories in the brochures. They will be available for download soon!
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E-learning Travel Agents about to burst again
As TCB Europe continues to redesign all communications according to the new branding, also the e-learning for our travel agents in Bonaire’s most important markets will be restyled. The image builders will ask them questions about tourism on Bonaire. In this way, we will continue our efforts to inform our trade partners as good as possible about our Island.
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TCB Worldwide | New York Report
Delta Air Lines Inaugural Flight
Delta Air Lines launched their inaugural flight from Atlanta, GA to Bonaire on Saturday, February 9, 2008. Prior to boarding the flight, passengers enjoyed a breakfast provided by Tourism Corporation Bonaire and were given DVD’s wrapped in ribbons the colors of Bonaire’s flag. Elvis Tijn Asjoe, Bonaire’s Minister of Labor & Economics and Marie Rosa of TCB-NYC were on location to socialize with the passengers and flight crew. Elvis cut the ribbon at the official flight gate ceremony, which was decorated with Bonaire signage and colorful posters.
Delta Air Lines service to Bonaire began February 9, 2008 offering non-stop flights to the island on Saturdays from Atlanta. The flight provides more convenient travel options for visitors as it allows for connections from additional US and international gateways, complimenting existing non-stop service from Newark, NJ and Houston, TX on Continental Airlines as well as connecting service via San Juan on American Eagle.
 
 
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 NOAA Designates Bonaire as Having the “Healthiest Reefs in the Caribbean” >
The National Oceanic and Atmospheric Administration (NOAA) has designated Bonaire as having “arguably the most pristine coral reef environment in the Caribbean.” Bonaire’s reef will now become the benchmark for which all other coral reefs will be compared, given that research has shown Bonaire as having the highest percentage of coral cover and the lowest percentage of algal cover compared to other Caribbean reefs. Additionally, an official study revealed that Bonaire is inhabited by more species of fish than any other Caribbean island.
To collect further benchmarking data, NOAA initiated an Ocean Explorer signature exploration titled “Bonaire 2008: Exploring Coral Reef Sustainability with New Technologies,” which took place January 7-30, 2008. The exploration was conducted by a team of researchers and scientists from the College of William & Mary’s Virginia Institute of Marine Science, the University of Delaware and the Scripps Institute of Oceanography. The expedition was lead with the help from STINAPA, the organization that oversees the Bonaire National Marine Park, where the expedition took place.
The expedition consisted of mapping Bonaire’s reef using methods beyond the capabilities of conventional compressed air scuba diving including technical diving with mixed gasses and using three autonomous underwater vehicles to explore greater depths, where little to no survey work has previously been conducted. This unique mapping of the biological and physical environment will document patterns of biodiversity in shallow and deep parts of the reef.
For more information about the NOAA Ocean Explorer Bonaire expedition, visit http://oceanexplorer.noaa.gov/explorations/08bonaire/welcome.html.
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 <Bonaire Heats Up Long Beach, Chicago, Boston & Phoenix at Be A Diver Stops
In February, the Bonaire-sponsored Be A Diver pool made four stops in Long Beach, CA, Chicago, Boston and in Phoenix, AZ. Sarah Biggerstaff from TCB-NYC was on location at the Long Beach stop to talk about Bonaire and the excellent diving conditions for beginners and advanced divers alike. Bonaire provided breakfast for the dive retailers volunteering at the pool and Sarah told them all about the destination and its diving because surprisingly none of them had ever been to Bonaire. Additionally, Sarah was interview by KCAL-TV, the local CBS affiliate in Los Angeles about girlfriend getaways and the Starboard Women’s Windsurf Week in Bonaire, taking place July 6-12. The segment was valued at nearly $50,000 and was seen by more than 150,000 viewers!
After Los Angeles, the pool traveled to Chicago for Our World Underwater where Bonaire again hosted a breakfast for the dive retailers volunteering at the pool. This time Jack Chalk from Captain Don’s Habitat, Junny Janga from Sand Dollar, Carol Bradovchak from BONHATA and Bonnie Hanley from Divi Flamingo were on-site to promote Bonaire. Next, two pools were set up simultaneously on each coast of the US, one in Boston and one in Phoenix.
In March, the Be A Diver pool is scheduled to attend the St. Louis Travel Show (March 8-9) and the Adventures in Travel Expo in Washington D.C. (March 29-30).
 
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Bonaire EZ
News
 February’s issue of Bonaire EZ News was distributed to our database of consumers and travel agents on the 22nd of the month. The issue featured the latest news from the Island including the launch of Bonaire’s new official website www.tourismbonaire.com; the prestigious designation from NOAA; and the program highlights for the International Year of the Reef 2008.
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Dive Newswire
 In February three press releases were distributed on Dive Newswire. The first announced the launch of Bonaire’s new official website www.tourismbonaire.com. The second featured Bonaire’s designation of having the most pristine coral reef environment by NOAA, and was posted to the site and distributed on February 5. The third press release announced Bonaire’s program highlights for the International Year of the Reef 2008 and was posted to the site and distributed on February 12. Dive Newswire is distributed electronically to more than 8,000 dive shop owners, manufacturers as well as media outlets. Additionally, the releases were also distributed on DiverWire, the consumer newsletter of DiveNewswire that is emailed to a database of more than 1,500 subscribers.
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Press Releases
As part of the ongoing press release program, Adams Unlimited researches, writes and prepares a steady stream of releases for mailings to the media for applicable editorial coverage based on editorial calendars and the need to disseminate timely news. In February three press releases was written and distributed to the media. The first press release announced the launch of Bonaire’s new official website www.tourismbonaire.com; the second press release announced Bonaire’s designation by NOAA as having “arguably the most pristine coral reef environment in the Caribbean;” and the third press release announced Bonaire’s program highlights for the International Year of the Reef 2008.
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Press Visits
We followed up with Mr. Zachary Stovall, Photography Editor of Caribbean Travel & Life magazine (circulation 155,000), who was in Bonaire January 25-27. Zach was shooting the photography that will accompany several Bonaire articles to be published throughout the year. Zach also plans to write an article about the best hotel-front snorkeling in Bonaire.
We confirmed that freelance writer and photographer Rick Sammon will visit Bonaire on a press trip September 20-27 for Love Our Planet Week. Rick Sammon is a widely traveled and published photographer, as comfortable with his camera on safari in Africa as he is exploring the world under the sea. A regular photo columnist for AP Special Features and the author of 20 books relating to photography and conservation, he has also written for Sport Diver and Caribbean Travel & Life, has been a guest host on ESPN's Photo Safari and serve’s as the Photography expert for the Do It Yourself (DIY) Network. In 1995 Sammon received the Ben Franklin award for the best nonfiction children's book of the year, Hide and Seek Under the Sea. Sammon is also the president of the marine exploration organization CEDAM International, which is dedicated to marine conservation, education diving and awareness and the owner of SeaStock, a stock photo agency with more than 100,000 photographs. For more information on Sammon, check out his web site at www.ricksammon.com.
We confirmed the press visit of a reporter and photographer from Audubon (circulation 500,000) to visit Bonaire in August. The team will be writing an article about flamingos and their breeding habits, as well as the parrot research that Mr. Sam Williams is currently conducting on-island. Audubon, the magazine of the National Audubon Society, is a bimonthly publication with a mission to help readers appreciate, understand, and protect the natural world, with a particular focus on birds, other wildlife, and their habitats.
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Editorial Highlights
USA Today (circulation 2,635,412)
In response to the fall and winter packages press release written and distributed by Adams Unlimited, Bonaire was featured in the Friday, January 11, 2008 edition of USA Today, the top circulated daily newspaper in the United States. The “Aquatic Confidence Package” from Black Durgon Inn was included in the “Deals Abound Around the Islands” article, and complete details of the package and contact information was included. This article is not available online.
The (Toronto) Star (circulation 698,815)
As a result of Bruce Bishop’s visit to Bonaire last March that was sponsored by Adams Unlimited, Bonaire was featured in the January 12, 2008 edition of The Star newspaper, the top circulated newspaper in Canada. The article, titled “Bare Facts about the Caribbean,” highlights the only “official” clothing optional resort in the Netherlands Antilles, Sorobon Beach Resort. Information about the property, hotel amenities and contact information is included. This article is available online at www.thestar.com/Travel/article/292453.
Men’s Journal (circulation 620,614)
As a result of our continued pitching effort and correspondence with the media, Bonaire was featured in the February 2008 issue of Men’s Journal in an article titled “Four Remote Oases.” The article mentions that Bonaire is home to “some of the most pristine dive sites in the Caribbean,” and that Bonaire is “becoming the first self-sustaining Caribbean island in 2008.” Information about Harbour Village Beach Club is also included. This article is not available online but can be viewed by clicking here.
National Post (circulation 243,965)
As a result of Judith Ritter’s press visit to Bonaire last October that was coordinated by Adams Unlimited, Bonaire was featured in the January 12, 2008 edition of Canada’s National Post newspaper. The article focuses on Mr. David Whedbee, a quadriplegic from Seattle, Washington, who visits Bonaire annually to scuba dive. The article highlights quotes from Sara Matera and Alvin Clemencia of Divi Flamingo, Wilco Landzaat of Captain Don’s and the visit of the Wounded Warriors to Bonaire. To read the article in its entirety, visit www.nationalpost.com/life/travel/story.html?id=232313.
Travel Agent (online circulation)
The majority of the Bonaire Briefs press release, which was written and distributed by Adams Unlimited was featured on Travel Agent magazine’s website on January 18, 2008. The article mentions that Bonaire “doesn’t often get the attention it deserves, so allow Travel Agent to help out.” The article also mentions that Bonaire’s “strength is in eco- and adventure tourism,” which includes world-renowned scuba diving and snorkeling, windsurfing, mountain biking, sea and mangrove kayaking, birdwatching and deep-sea fishing. Bonaire’s official website is listed. This article is available online at www.travelagentcentral.com/travelagentcentral/Caribbean+Features/Direct-Your-Attention-and-Bookings-to-Bonaire/ArticleStandard/Article/detail/485322.
Modern Agent (online circulation)
As a result of the Bonaire Briefs press release written and distributed by Adams Unlimited, several Bonaire news items appeared on Modern Agent’s website, “the most visited website by travel agents in the world.” Items from Bonaire that appeared on the website in January 2008 included “Captain Don’s Completes Renovation in Bonaire,” “Divi Flamingo in Bonaire Completes Renovation,” “Bonaire’s La Pura Vista Features Dive Package,” “Bonaire’s Hotel Roomer Completes Renovation,” and “Bonaire’s Harbour Village Offers Dive Package.” These articles are available online at www.modernagent.com.
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TCB Worldwide | South America Report
Bonaire new Branding
Since the beginning of the year, the image of Bonaire on its advertising reflects changes as result of the new Bonaire branding. See in attach some artworks where wellknown Bonairean are shown as image builders.
 
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 2008 Bonaire underwater calendar >
Once again this year, the Brazilian tour operator Arribatur, printed a new edition of its Bonaire Underwater Calendar distributed among the diving schools in Brazil. It counts with twelve beautiful pictures, one for each month, having as co-sponsors the Tourism Corporation of Bonaire with the properties Plaza Resort, Buddy Dive, Sun Rentals, Belmar and Caribbean Club. Photography's done by Sandro Cesar do Nascimento.
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Bonaire report from DecoStop, Brazil
Our colleague Sandro from Arribatur made a great press release in Deco Stop's first edition 2008, highlighting tech diving in Bonaire. In the report Sandro mentions that not only the island is famous in the world for its shore diving which is the perfect place for beginners divers, but also for those who love tech diving as Brazilians do.
The article with colorful pictures, describes different dive sites in Bonaire such as Windjammer at 60 meters where advanced divers accompanied by a divemaster and specialized equipments can experience technical diving on island. For those who love more adrenaline, Bonaire also offers in the north side of the island rough diving in open sea, by the tour operator Larry's wild side.
 
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 Viagem ... keep an eye on it ! >
A Brazilian magazine directed to the tourism sector, reaching a high yield end-consumers (700.000 readers monthly), is ready to launch its annual Caribbean edition early in March. Bonaire is proud to advertise for the first time in this prestigious magazine in co op with TCB and the properties Buddy Dive, Belmar, SunRentals and Caribbean Club. With an attractive artwork the island will be promoted together with the hotels and their weekly specials.
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Local press releases
* Gam & Gaceta: Monthly magazines directed to the Venezuelan tourism industry. In its February edition, both magazines highlighted the construction of the Hilton Bonaire Resort & Spa. The resort with 144 rooms is expected to be ready for June 2010.
* The Bonaire Heineken Jazz Festival 2008. Luis Montell the journalist who covered the 2007 Jazz Festival, reports in its site online that Bonaire will soon host again a new edition of the Heineken Jazz Festival. This year with famous international and local bands, consolidating the event among the jazz lovers. More information at www.bonairejazz.com
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Bonaire News
Our bulletin today very colorful with the new Bonaire branding image has been well accepted by our readers. This month highlighting the latest on island: Dive into Summer program 2008, Golden Reef Inn Bonaire announces modified American plans, Bonaire Announces Program highlights for International Year of the Reef 2008, Bonaire designated as most pristine coral reef environment by the National Oceanic & Atmospheric Administration, Sand Dollar and Bonaire Dive & Adventure Host Bonaire's First Annual Fish ID Challenge.
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Bonaire is on the move and with the first two months of 2008 under our belts, it is a good time to reflect on the islands future. Things are taking shape rapidly and we are poised for major growth in our economy. Since 2002, things started to turn around with improvements in airlift, in hotel room capacity and in promotional budget to position and brand Bonaire internationally. Other sectors have showed signs of improvements; the utilities sector, infrastructure etc. After a modest growth in 2002, 2003 was a year of substantial growth for the island whereby tourism arrivals grew from 52,085 to 61,838. 
