JTB Using Social Media To Promote Destination Jamaica


The Jamaica Tourist Board (JTB) has been effectively utilising social media and technology as part of its continued marketing thrust to promote and showcase destination Jamaica.
Its latest venture is the ‘Pon Di Road Jamaica’ webseries, aired on the popular video sharing website, You Tube.com and captures the adventures of a local, newly-wed couple, Stephen and Calee, as they visit Jamaica’s ritzy to roadside local attractions, restaurants, shops, hotels and other places of interest.
Highlighting the exciting initiative, Deputy Director of Tourism, David Shields told JIS News that this locally-filmed travel reality show is the first of its kind for Jamaica and is intended “to promote the variety of offerings in the tourism sector – the attractions, accommodations, restaurants – all that the destination has to offer.”
“It is done in a friendly way, where we showcase these attributes of the destination without the hard sell of advertising, focusing on the use of our fruits, the use of our Jamaican food and show how persons can be engaged with our attractions as well as the luxury and comfort of our tourism accommodations,” he added.
The characters, he noted, are two young Jamaicans who present the destination from their friendly, romantic perspective, while visiting popular destinations and discovering local landmarks such as Flat Bridge, Faith’s Pen, Dunn’s River Falls, Dolphin Cove and other ‘hot spots’ around the island.
Their experience, he said, will encourage locals and international viewers to visit the locations featured and enjoy the tourism product and offerings.
In terms of the feedback from viewers, the Deputy Director said that the response has been great so far. “We have, in some instances, in excess of 3,000 views over a fairly short period. Persons have found some of the themes more interesting and that is guiding us as we look at the development of the webisode series as a part of the communication tool,” Mr. Shields told JIS News.
“Reactions from participating attractions, hotels and restaurants have been very good, because at the end, they also have a piece of collateral that they can post on their social media environment.so they will be able to utilise this to continue the promotion of their specific entity,” he pointed out, adding that the overall aim is to use this medium and marketing strategy to heighten awareness and drive business to Jamaica.
Eleven episodes have already been posted and a new one is added each Thursday and will continue until November.
“The series is one that anyone can find interesting. Viewers will find humour, some level of fun and information that is new. It is entertaining and a means of showcasing Jamaica to the world in a way that has never been utilised before,” the Deputy Director said.
For more information and to view the series, persons may log on to: www.youtube.com/myjamaicajtb.

JIS Social