aboutus
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Our Approach
Caribbean Airlines intends to support an array of public interest initiatives which reflect and nurture our core values to drive the long-term success of our brand. Caribbean Airlines strives to be an active corporate citizen by acknowledging our responsibility towards the community in which we conduct business. We view sponsorship and corporate philanthropy as an important investment into the Caribbean community’s future. Serving the communities also engenders a sense of pride and satisfaction among Caribbean Airlines employees.
• We generally pursue sponsorship opportunities that:
• Clearly enhance our brand;
• Inspire creativity and innovation;
• Provide exclusive customer relationship-building opportunities;
• And which create a platform to deliver unique and compelling experiences for Caribbean Airlines’ stakeholders.
Caribbean Airlines’ sponsorship strategy stands on three pillars:
1. Youth and Education
We believe that it is in the best interest of our country and the region at large to have a well-educated population and a young generation which is open-minded and able to embrace and deal with the complex issues of the modern society. Education is the backbone of development for any country and our industry, in particular, depends on skilled employees. In this field, we focus on encouraging the culture of learning; promoting and developing areas of education relevant to the development of the economy through the provision of financial assistance as well as learning equipment. Our initiatives are targeted at individuals (students and educators) as well as educational institutions. Our main focus is on secondary schools and tertiary institutions. By supporting youth and educational projects, Caribbean Airlines’ intention is to contribute to the involvement of the young generation in current affairs and thus promote the concept of civil society in the region.
2. Culture and Arts
We understand that culture and arts are an inevitable component of every society's heritage and we are aware of the richness of different forms of arts present in the Caribbean. Caribbean Airlines is interested in exclusive partnerships with top-notch artistic formations and cultural events that share the same values as our brand. Our partners must stand for excellence and prestige.
3. People in Need / Charity
The third pillar of our sponsorship strategy has a humanitarian dimension, focused on people with various handicaps and people with immediate emergency needs. We realise that we live in one community with people, who are not as fortunate as others and we are committed to improving the quality of their lives. It must be everyone's mission to make an effort to create such conditions, which give each individual in a society a chance to have a decent life and a reason for joy and happiness. Sponsorship in this area reflects Caribbean Airlines’ values, promotes humanity and tackles basic human concerns.
Long-term activities that keep the conversation going with our audience are really important to us. We’re not interested in:
• Simple opportunities for exposure of the Caribbean Airlines’ brand. There is no value if we are stuck in the middle of dozens of other sponsor messages and customers do not see a specific reason for our involvement.
• One-off events that do not offer opportunities to interact with our target consumers.
• Activities that take place outside the markets we serve.
• Religious or political activities.
• Sponsoring individuals.
