Dated: 12 November 2003
The Jamaica Tourist Board (JTB) has announced plans for its fall advertising programme, details of which were unveiled recently at the Hilton Kingston Hotel.
In an interview with the Businessuite, Tourism Director Paul Pennicook said the plan is to build on the existing marketing program with a view to broadening it
"The plan is to continue some of what we’ve been doing that has gotten us where we are so far this year and that is continue with television advertising in our major markets, continue print advertising in some markets, for example Continental Europe and work with our tour operator partners in Canada," he said.
The Tourism Director noted that a promotional component will complement the ongoing advertising campaign. "Our marketing representatives abroad are working to bring travel agents into the destination on flyins, in conjunction with Air Jamaica and Air Jamaica Express as well as travel agents seminars over the next few weeks in addition to a five-minute sales video to promote Jamaica," Mr. Pennicook noted.
The program will also focus on niche marketing in an attempt to change the perception of Jamaica as a couples only all inclusive destination. According to the Tourism Director, Jamaica is much more diverse. "There is a lot more to Jamaica. What we’re doing therefore is putting some special work in the villa category and golf category in order to make the point that there is more to the island than just sun, sea and sand and all-inclusives".
The Tourism Director while outlining the marketing programme used the opportunity to introduce the two new agencies contracted to handle Jamaica’s public relations functions on behalf of the JTB in the various markets. The contracts took effect on October 1.
Financial Dynamics which will handle the public relations in the United Kingdom and Europe will be utilizing a four pronged approach in its programme.
"We’re developing a programme with four strands which are interlinked. There is a consumer component, a business-to-business or trade component, an affinity programme, which is about looking for areas where we can bring added value to people who wish to visit Jamaica and an opinion leader component, which is about changing people’s perceptions where they have flawed perceptions of Jamaica," Tony MaGuire stated.
Mr. MaGuire told Businessuite that it’s hoped that the initiatives will go a far way in helping to sell the brand Jamaica. "What we want to do over the period of the contract and beyond that is to try to address some of the issues, not by ignoring them, but by saying there are issues in Jamaica, for example, crime which gets disproportionate attention. How do we also celebrate some of the fantastic successes of Jamaica and some of the positive news stories that for far too long have been hidden," indicated the Financial Dynamics International representative.
Ruder Finn which will undertake the country’s public relations in the United States, Latin America and Canada returns to the island after some 15 years.
Executive Vice-President Gail Moaney is delighted to once again be given the opportunity to promote destination Jamaica. "When we first got the invitation to present credentials to the Board, our Chairman and Founder David Finn, now in his 80s who founded the company some 55 years ago said we should not come back home without bringing Jamaica. So needless to say we came with our hearts, our hands and our love for this country and we’re delighted that the country has entrusted us with something that’s so important," she beamed. Now given the onerous task to promote Jamaica, the Executive Vice-President said their strategy will utilize the theme Genius of Jamaica. "There’s so much that Jamaica has to offer that separates it, that’s unique, that sets the brand apart from the competition in the region and the world and we’re going to identify those things and promote them. Everything from music and culture, cuisine, design, sports and attractions, just to name a few. There is so much diversity and our feeling is, let’s take those things that set us apart and promote those," Moaney told Businessuite. Both agencies are ranked among the top international companies in the field of communication, bringing to the Jamaican account outstanding track records among numerous and diverse clients.
In giving an assessment of the industry, Tourism Director Paul Pennicook is encouraged by the performance of the sector so far this year and he’s expressing optimism about the prospects for the upcoming season
"We’ve had a couple of bumps in the road but as of the end of September, we had a 6.3 percent increase in stopovers and a 35 percent increase in cruise arrivals, which if combined would reflect a increase in visitor arrivals of 17 percent.”
Mr. Pennicook is also encouraged by the reports from larger tour operators that advance sales for the winter are quite strong and he’s confident that Jamaica will experience a good winter tourist season. Tourism Minister Aloun Assamba who also spoke at the Fall Forum on Tourism used the occasion to appeal to the Jamaican media to strengthen their partnership with tourism in helping to grow the island’s hospitality industry in order to earn a better quality of life for all.
"I am not asking for the truth to be compromised, only that thought be given to the fact that the same world audience that we are seeking to attract by way of the public relations programme being outlined, is the same audience our Jamaican media reaches every day," stressed the Tourism Minister.
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