Jamaica, Jamaica
Transcript: • Jamaica already has a strong national identity. It is unique to the Caribbean as it is home to iconic figures such as Bob Marley and Usain Bolt. • People come to Jamaica for the worry free atmosphere that it has embodied. It is a place to unwind and relax but also have fun and explore an island that has so much to offer. • From all-inclusive resorts that have hosted the Queen of England to Cliffside Treehouses where you mingle with locals, there is a very broad range of vacationing to do here. • The climate categorizes the island under tropical vacations placing it among other destinations such as Miami, Dominican Republic, Puerto Rico, Cuba and many more. Positioning Although in 2014 it did win the leading destination in the Caribbean, Jamaica still has neighboring competition that includes Dominican Republic, Puerto Rico, Cuba and the Bahamas - founded by Jamaican journalist and scholar, Dr. Hume Johnson, this project holds conferences regarding all aspects of how the nations image is upheld internationally - discussions include sports, medicine, technology, business, politics and academia - the aim is to be seen as more than sun, sand and sea but to also involve the nations culture and people in further marketing efforts Current Brand Local DMOs “As we continue to pursue an aggressive growth strategy, I am excited at the prospects that Jamaica House 2016 will afford us. It will provide us an opportunity to increase the number of tourist arrivals from Brazil as well as neighboring markets in South America.” Edmund Bartlett The minister of the tourism board Thank You For Yah Time Man! As the world prepares for the 2016 Olympics in Rio de Janeiro, Brazil, so does Jamaica’s Tourism board. Setting up Jamaica House 2016 just south of Rio, it is set to promote tourism to the island from all over the world. The government has spent over 97 million Jamaican dollars to publicize their destination. Jamaica house will run from 2pm-midnight and feature dance lessons, culinary presentations, destination expositions for travel trade and many promotions for consumers. Image • Jamaica creates a destination image of a tropical paradise where there are no worries. Using slogans such as “Feel the Vibe”, “Once you go you know”, “Get Alright” • The slogans really play heavily on the Rastafarian lifestyle and hedonism but in a calmer way than Las Vegas. • All the images used in their marketing campaigns are very colorful and vibrant showing some beautiful natural setting usually on a beach or in the Blue Mountains. SWOT Analysis • Jamaica’s target market is mass market psycho centric traveler’s • The majority of Jamaica’s visitor’s stay in all-inclusive resorts or come on cruise ships • Jamaica’s is also branching out trying to target soft adventure traveler’s • The channels used to reach their target markets are television commercials and ads in magazines and websites. The typical channels used to reach mass market audiences Competitors? Jamaica Tourist Board (JBT) -founded in 1955, public company -responsible for the worldwide tourism marketing and promotion for Jamaica. Jamaica Vacations Limited -established in 1978 -Purposed to provide, protect and increase airlift capacity into Jamaica Tourism Product Development Company -established in 1996 by the Government - Develop plans and programmes for the improvement of resort areas The Re:Imagine Project Target Markets & Channels Jamaica S- Diversity of natural attractions, topography and accommodations. Warm and hospitable people, the climate, closeness to US/Canada, Culture, Cuisine, and English Speaking W- Image of the Marketplace; seen as unsafe, all inclusive/ couple destination. Lack of air service to some markets, Lack of man-made attractions, and space to accommodate large events and conventions O- Growing number of two family income, early retirees wanting to travel more, more direct flights, improved standard of living, growing interest from cruises and conferences, marketing to Europe T- High crime rate, growth of competition, pollution of the environment and Cuba (recent relations with US)