The Jamaica Tourist Board (JTB) has joined forces with various partners in the United States to undertake major summer promotions in an effort to raise awareness about and drive bookings to the tropical destination. The in store, radio and online promotions which run in the summer months starting in June will offer exciting prize trips to Jamaica for those in need of an exotic getaway.
NATIONAL
Over a 4-week period starting in July, 650 F.Y.E. stores across the country will feature the chance for one customer to win a family trip for 4 to FDR Resorts. This is in collaboration with Island Records which is this year celebrating its 50th anniversary.
To coincide with the Sony Pictures summer release of the film “The Ugly Truth”, the JTB has joined forces with Air Jamaica and Sandals Resorts for a one month promotion which is expected to provide outstanding exposure for all partners. The trip giveaway for two will be publicized via the Sony websites.
Island Records is continuing its anniversary celebrations in partnership with the Jamaica Tourist Board and web retailer SHOP.com to offer a trip to Jamaica. The two-month promotion expected to reach over 42 million people will run between July and August. NWA World Vacations will provide the prize trip for two.
The Island Records partnership with the Board continues with Barnes & Noble’s 200 top selling stores across the US undertaking a two month summer-long online and in-store promotion. Rose Hall Resort & Spa (A Hilton Resort) and Air Jamaica have provided the prize trip for two.
REGIONAL
Midwest – Southeast
The Mellow Mushroom Restaurant chain which generates an average of 1.2 million customers per month across its 100 locations in the Mid-west and South-east, will engage in a 3-4 week promotion beginning in mid-July. On-table signage, attached to mini bottles of Busha Browne Jerk Sauce, will direct consumers to the restaurant’s web site where a banner ad will direct them to the JTB site. The contest requires consumers to answer questions about “jerk” and also visit Mellow Mushroom’s site for answers to the questions.
Philadelphia
From June 15-29, WDAS-FM will run a two week promotion offering a 4-day/3-night trip to Kingston courtesy of Air Jamaica and the Spanish Court Hotel. In addition, WOGL-FM will host a weekly singing competition “Philly Idol”, at The Buck Hotel beginning on June 17 and will run for 10 weeks. The grand prize winner will receive a 5-day/4-night trip for two to Sunset Jamaica Grande with air travel courtesy of Air Jamaica.
New York
Clear Channel/Verizon Wireless will run two separate 4-week promotions on WAXQ-FM, Z-100, WWPR-FM, WKTU-FM and WLTW-FM throughout the remainder of 2009. Each promotion will award a 5-day/4-night trip for two to Iberostar Rose Hall with air travel courtesy of Air Jamaica.
WPLJ-FM Scott & Todd Charity Golf Tournament began running promotional spots during the week of May 25. On air and web exposure promote participation in this annual charity golf tournament scheduled to take place in mid-August. Rose Hall has provided two sets of prize trips which consist of a 4-day/3-night stay including one round of golf – no air provided).
LOCAL
New York
Jamaica is positioned as the “Entertainment Zone” sponsor at the Nautica New York City Triathlon, a three day program from July 24-26, where the JTB will provide live reggae entertainment. The event will provide opportunities for the island and its co-sponsor JetBlue to showcase their brands. Jamaica will also be featured in the 30 minute FOX TV produced show where JTB will have two 30 second spots in each broadcast.
AIR JAMAICA MARKETS
In an effort to boost travel to Jamaica this Fall, the JTB has partnered with the national airline Air Jamaica for week-long radio and online promotions in the airline’s six US gateways to promote the Air Jamaica Fall Sale. The selected stations will run both promotional spots highlighting the sale fares and give away a trip for two to Jamaica. Riu Hotels and Resorts will provide all accommodations.
