CAL celebrates Caribbean Identity at Crop Over


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Machel Montano put a Fast Wine into the launch in Barbados of a special Crop Over edition of the Caribbean Identity campaign spearheaded by Caribbean Airlines Ltd (CAL). The campaign is supported by Barbados Tourism Marketing Inc and the National Cultural Foundation.

Adding to the fun at Pelican Village on 14 June were performances from Lil Rick, Peter Ram and Marvay. There was also a tuk band, moko jumbies and a Mother Sally.

This was just the latest stop for CAL’s Caribbean Identity roadshow, which began in Trinidad on 4 February and visited Guyana a few days later, Jamaica in March, and then Suriname.

Speaking in Paramaribo, Suriname, CAL’s CEO, Garvin Medera, said: “The campaign embraces and celebrates the authenticity of the Caribbean region and all the elements that make it unique.” In Jamaica – where entertainment at the launch included soca, dancehall, and pan from Silverbirds Steel Orchestra ‑ Medera explained that the campaign reflects “the vibrancy of our cultures, the energy of our music, the splendour of our landscapes and of course the human heart of our people”.

Machel added: “With Caribbean integration happening on an economic level, it’s no denying that it is also occurring on the cultural and creative level of the people.” With that theme in mind, the airline has drawn on Black Stalin’s iconic Caribbean Man for its campaign, with a voice-over by 3 Canal’s Wendell Manwarren.

CAL is supporting its drive to promote Caribbean Identity by placing itself as the official airline of events and sponsoring groups around the region. In T&T it supported Red Cross Children’s Carnival and Caribbean Airlines Skiffle; in Guyana Mashramani, Guyana Carnival and Caribbean Airlines Park Side Steel Orchestra; in Suriname Phagwa; and of course in Barbados CAL is the official airline of Crop Over.