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Jamaica Tourist Board USA Marketing Plan Winter 2008/2009. Overview.
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Overview • The key strategy to be implemented in the upcoming fall/spring calendar (2008/2009) to motivate increased interest in the destination will be to create a more effective and efficient methodology designed to generate and motivate consumer interest in the destination. The strategy will apply more aggressive sales campaigns, ramped-up public relations activities and a more targeted advertising approach that will reach consumers with the ability and motivation to travel. • With this in mind, the attached documents will detail sales, promotional and advertising activities for the upcoming six-month period ending March 31, 2009. The documents include innovative new approaches that will sustain and generate attention particularly as it relates to direct interaction with consumers. For example, we see a campaign directed to the popular Costco outlets’ consumers (a total of 51 stores) across the United States which began on September 19 and will end on October 18, 2008. At these in-store outlets, a Jamaica Tourist Board representative will staff a booth alongside an in-house Costco travel agent to present the public with the many existing and new attractions and facilities that the destination offers. (The series began in Yorba Linda, California and will end in St. Louis Park, Minnesota.)
Overview cont’d. • We recognize the many challenges in today’s marketplace not the least of which is the reality of the present-day economic conditions and the reality of weathering the present conditions given the environment of hysterical media houses anxious to predict a gloom and doom scenario which triggers and sustains panic conditions. (Examples, “Travel Weekly’s “ prediction that, “Hotel occupancy andrevenue expected to fall in ‘09”, as well as many of “The Wall Street Journal’ articles predicting layoffs in the travel industry as well as private enterprises - see article on “Hewlett-Packard to Lay Off 24,600” , and an article predicting “Airlines Plan Big Job Cuts After Holiday”. Nonetheless, we believe that Jamaica is in the best position possible to maintain interest among the travelling public given the favorable positioning in the United States which includes geographical location, its well-known developed and attractive hospitality industry, and high profile standing in the marketplace. Competitive destinations have also stepped-up their activities as well as supplementing their budgets to meet the challenges – Hawaii has recently added a $12 million advertising supplement to their present budget as was recently reported in “Travel Weekly”.
Overview cont’d. • One of the more positive indications for Jamaica is the announcement that American Airlines, beginning December 18, 2008, will increase its frequency from Dallas/Fort Worth International Airport (DFW) to MBJ, offering daily flights on a Boeing 738 aircraft. In addition, American Airlines will inaugurate non-stop seasonal air service from Chicago’s O’Hare Airport to Montego Bay beginning January 31, 2009. The flight will depart at 8.30 a.m. CST and will arrive MBJ at 1.25 p.m. EST. The service will operate daily, except Tuesday and Wednesday using a B-757 aircraft (188 seats including 20-first class seats). • As requested, attached is our Activity Plan for Fall 2008/Spring 2009 as follows: • Sales Activities Fall 2008/Spring 2009 • Promotional Programs Fall 2008/Spring 2009 • Winter Co-op Advertising 2008/09
Fall Product Launch Series • Northeast
Fall Product Launch Series • South
Fall Product Launch Series • Midwest
Fall Product Launch Series • Midwest cont’d.
Regional Activities • Northest
Press & Promotional Activities • October 12 -18, 2008: Radio Remote – Magic 107. Venue: Breezes Runaway Bay. • October 16 – 20, 2008: ‘Ed Norris Morning Show’. WHFS Radio (Baltimore). Live radio show with come-along. Broadcast hours – 3:00pm to 6:00pm. Venue: Gran Bahia Principe. • October 19 – 25, 2008: Caracol Radio, “Regreso a Casa” afternoon show. Colombian/Latin Radio Station to broadcast during Rose Hall Triathlon & Wellness Festival. Broadcast hours – 3:00pm to 6:00pm. Venue: RIU Montego Bay or Rose Hall Resort. • October 19 -25, 2008: XM/Sirius Radio Remote. Venue: Rose Hall Resort. Support of the Triathlon & Wellness Festival. • January 4 – 11, 2009: WLDB Radio Remoteand come-along (Region – Milwaukee). Venue: Sunset Jamaica Grande. • March, 2009: Radio Remotes – “Fun in the Son” – WARH-WMVN-WIL. Region – St. Louis, MO. Venue: Iberostar Rose Hall.
2009 Winter Coop Advertising Airlines & Tour Operators
We recommend that partners share media buy on radio and print media. Partner marketing (co-op advertising) should share the cost of the marketing plan. It is this approach that is recommended at this time to cast a wide net in the US travel market, to reach all the niches served by our network of air seats. • The outline that follows breaks out the partners and cost associated with this plan
