The Caribbean Escapes Collection, a new ‘by invitation only’ marketing program featuring the most distinguished resorts in 25 Caribbean destinations, announced the Jamaica Tourist Board as its charter member on Monday, May 2, 2004 at JAPEX (Jamaica Product Exchange) Half Moon Bay, Montego Bay. Jamaica’s Minister of Tourism Aloun Ndombet-Assamba formally signed the government’s support. “We recognize that the Caribbean Escapes program will attract new affluent travelers to Jamaica,” said Jamaica’s Minister of Tourism Aloun Ndombet-Assamba. “For the Jamaica tourism product and our local businesses, there is much to gain from being marketed by this program as a top tier destination for upmarket travelers. The Caribbean Escapes luxury travel program and publication are the ideal venue to get the word out to the affluent traveling consumer in Jamaica.”
Jamaica elected for the entire marketing package offered by the Caribbean Escapes Collection which includes a dedicated, 30-minute television program aired in 87 markets in the United States; 20 virtual tours of Jamaica’s key tourist spots; expanded Web site positioning, and other elements that will drive new guests to Jamaica. The program will promote the Jamaica tourism product in the US, Canada, UK, Germany, and France.
The Collection consists of award-winning, four-plus and five-star resort properties, which have been recognized by travel authorities and heralded by jet setters from around the world. Jamaica hotels include Half Moon Bay, Ritz-Carlton Rosehall, Round Hill Resort & Villas, The Tryall Club, Goldeneye, Jake’s, Strawberry Hill, Jamaica Inn, and Sandals Royal Caribbean. Local attractions, restaurants, spas, golf courses and duty-free shops also have the opportunity to be included. Several luxury, duty-free shops in Jamaica have already placed ads in the publication.
“We are thrilled about Jamaica’s support,” said Caribbean Escapes Founder and Principal Glenn Harris. “This country lends itself to the high end traveler, and our integrated marketing strategy is going to assist in bringing those travelers here to Jamaica. The JTB has always been a trailblazer in seeking new ways to attract tourists to the destination. We look forward to welcoming other destinations into the program as well. Jamaica has an exceptional product for those seeking an upscale vacation experience. The Collection will showcase Jamaica and her fine resorts, shopping, and experiences to those seeking a high end travel experience.”