Ruder Finn Bests Prestigious Jamaica Tourist Competition

PRNewswire NEW YORK Oct. 27 :

Ruder Finn bested four other agencies to win the Jamaica Tourist Board
(JTB) account, it was announced today.
According to Richard Funess, president of Ruder Finn/Americas, the
two-year contract, which began on October 1, has an estimated annual
budget of more than $1 million. Headed up by Gail Moaney, executive vice
president and director of the Travel & Tourism practice, the extensive
program involves offices in the U.S., Canada and Latin America. Dozens of
agencies replied to the competitive RFP that culminated in a “final four”
series of presentations in Kingston, Jamaica, by Ruder Finn, Porter
Novelli, Hill & Knowlton and Ketchum Public Relations.
“The winning proposal, `The Genius of Jamaica,` spotlights the unique
elements that make Jamaica special—its architecture and design, art,
music, literature, natural beauty, cuisine, performing arts, sports and
its wide variety of accommodations including small inns, villas and
hotels,” said Funess. “The proposal also showcases Ruder Finn`s
Interactive capability to create innovative ways to build traffic on the
JTB`s new Web site.”
Understanding the significance of reputation management and identifying
the strategic advantage of focusing attention on Jamaica`s diverse
accommodations were key elements that set the Agency`s proposal apart.
Media relations, promotions, marketing partnerships, television and film
outreach, special events, crisis communications and a re-imaging program
were presented as part of an integrated campaign to bring “The Genius of
Jamaica” to life.
“Tourism is Jamaica`s lifeblood, its number one industry,” said Gail
Moaney. “Our goal is to help the country maintain and increase its edge as
one of the Caribbean`s leading tourism destinations. We will also work
with the ministries who are substantively addressing the current
challenges facing Jamaica.”
“Ruder Finn`s program was the overwhelming choice of the 18-member
selection committee,” said Paul Pennicook, director of tourism, Jamaica
Tourist Board. “The committee concluded that Ruder Finn had the best
handle on Jamaica`s needs, understood our issues, and was not afraid to
talk to us about the good ... and the bad. The `genius` of this program is
its innovative thinking and how it`s applied to increasing tourism in our
country. Ruder Finn was agency of record for the Jamaica Tourist Board in
1981 for six years and we are excited about this selection.”
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