Tourism Ministry to Embark on Intensive Promotional Programme

The Ministry of Tourism and Entertainment is to embark on an intensive promotional programme to market Jamaica’s newest summer entertainment showcase – Jamrock Summer – ‘90 Days, 90 Ways’.

This will feature strategically packaged local entertainment events designed to attract visitors to Jamaica during the summer, beginning in July. The initiative is scheduled to be launched on July 16 in Montego Bay.

This was announced by State Minister for Tourism and Entertainment, Hon. Damion Crawford, during his 2014/15 Sectoral Debate presentation in the House of Representatives on June 10, under the theme: ‘Progressing on the Path of Progress’.

Mr. Crawford said the promotional programme, to be spearheaded by a Jamrock Summer Committee, will incorporate a “variety of media” targeting multiple markets, to attract visitors to Jamaica. This pursuit, he advised, will be the “largest on-the-ground…campaign ever executed in the history of the nation.”

“Coming out of the Jamaican press launch, we will be capturing pictures and videos to create a robust electronic press kit with a sizzle reel. We have used a local company to manage the web and social media promotions, including securing the related URLs instagram@jamrocksummer and twitter hashtag #jamrocksummer,” the State Minister outlined.

Mr. Crawford advised that specific “hotspots for Jamaican-centric travel” will be targeted, particularly areas which have direct airlift to the island, “or a known reggae/dancehall/ska following with easy connections to Jamaica.”

“We will incorporate a college tour component that will target the 14 million undergraduate population, of which one million travel for Spring Break. Fundamental to this is a college marketing effort that involves heavy use of social media that reward students for sharing with their network, and a Jamaican cultural experience focused around popular music,” he informed.

The State Minister said the Jamrock Summer’s launch has been deliberately timed to coincide with the start of Reggae Sumfest, on July 17, “to capitalize on international press engagement.”

Mr. Crawford said the initiative was initially called ‘90 Days of Summer’, but was rebranded Jamrock Summer ‘90 Days, 90 Ways’, based on market feedback, so as to give it a “distinctly Jamaican identity.”