The Jamaica Tourist Board (JTB) is launching another TV and print advertising campaign aimed at UK travel trade and consumers in January.
Adverts with exciting and vibrant images will aim to highlight the diversity of Jamaica, and will carry the tagline of “Once you go, you know.”
This latest campaign is set to increase consideration of Jamaica with its offering of a multitude of unique and authentic experiences and feelings. It seeks to impart the idea that Jamaica is a place to be experienced, not just visited.
This advertising burst will run across a range of media from January to March 2006.
“We are returning to TV for the second time in four months as we believe that this medium has contributed to one of our best winter tourism seasons ever.”
Ms Fox is confident that above-the-line activity such as this new campaign will assist in the acceleration of 2006 visitor numbers from the UK, Ireland and Northern Europe.
“Our overall marketing strategy will continue to go from strength to strength in 2006 as we intend to increase visitor numbers from this market by 10 per cent. This latest ad campaign, combined with the added emphasis on public relations, will help boost visitor numbers from UK and Ireland in particular this year.”
Ms Fox continues, “Our anticipated growth will be supported by the increased airlift from the UK.”
“Supplementing the daily service (London Heathrow - Montego Bay - Kingston) offered by Air Jamaica, new entrants will include the launch of the new Virgin Atlantic twice weekly flights from London Gatwick to Montego Bay in July 2006; and First Choice Airways have already commenced a fortnightly service from London Gatwick to Montego Bay and Manchester Airport to Montego Bay.
“All of these factors combined with improvements to infrastructure, including roads and airports, increased hotel room stock coming on stream and the introduction of new attractions will help to communicate that Jamaica is ‘the place to be in 2006,” concludes Fox.