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Story Highlights

  • JTB will be revising its overseas advertising campaign, following Cabinet’s approval of US$2.5 million for the initiative.
  • The money will be provided through the Tourism Enhancement Fund (TEF).
  • The drive is aimed at achieving higher levels of growth in arrivals over the next few years.

The Jamaica Tourist Board (JTB) will be revising its overseas advertising campaign, following Cabinet’s approval of US$2.5 million for the initiative.

Making the disclosure at Wednesday’s (February 12) Jamaica House press briefing, Minister with responsibility for Information, Senator the Hon. Sandrea Falconer, said the money will be provided through the Tourism Enhancement Fund (TEF), adding that “it is not new money”.

She noted that the drive is aimed at achieving higher levels of growth in arrivals over the next few years, as well as boosting the advertising programme for the winter tourist season.

Senator Falconer also pointed out that the initiative will include a new creative concept to replace the ‘Once You Go, You Know’ message which has been running for over 10 years.

The funds will also be used for redesigning the JTB’s marketing web portal, www.visitjamaica.com and improving the look and feel as well as synchronising these with new creative ideas.

“There is an increased focus on the use of social media to build consumer relationships,” the Minister said.

In the meantime, Senator Falconer informed that tourist arrivals for the month of January increased by 4.7 per cent, when compared to the corresponding period last year.

“This follows a successful 2013, which saw Jamaica receiving its two millionth visitor for the first time ever and earning over US$2 billion from tourism,” the Minister added.