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Jamaica Tourist Board
Ruder Finn manages and implements the Genius of Jamaica Campaign for the Jamaica Tourist Board, a high-impact program of public relations, special events, promotions and Interactive marketing. Ruder Finn is raising the awareness of Jamaica as a diverse travel destination with luxury accommodations, cultural attractions and gourmet dining options for travelers from the U.S., Canada and Latin America.
OBJECTIVES
- Enhance media, trade and consumer understanding of the multi-faceted nature of this destination designed around specific interests including sports, cuisine, hospitality, music and fine arts.
PROGRAM
- Conduct direct outreach to tour operators and travel agents with marketing tips that emphasize Jamaica's Genius characteristics
- Media train JTB representatives, with talking points that focus on the Genius factors
- Promote Jamaica to the film industry with illustrations of Genius location sites and facilities
- Coordinate retail and radio promotions in feeder markets, showcasing Jamaica's Genius characteristics
- Implement themed press trips to introduce target media to Genius areas pertinent to their respective audiences
- Develop strategic partnerships with airlines, aligning promotional programs that build visibility for the Genius of Jamaica
RESULTS
- Ruder Finn escorted media including New England Journal of Golf, FOX News, Bride's, Caribbean Travel & Life, National Geographic Traveler, Travel Agent and Vogue to various parts of Jamaica to experience all of the aspects of the island that make it unique
- Media coverage to date includes The Wall Street Journal, The New York Times, Travel + Leisure, Fairways, Pub Links Golfer, Tennis Life, Architectural Digest, Live with Regis and Kelly, Today Show, America's Next Top Model, Amazing Race and numerous others
- Supported Genius program with specialized radio promotions and product placements in network television programs such as The Office.
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