Jamaica Tourist Board
USA Marketing Plan
Winter 2008/2009
Overview
The key strategy to be implemented in the upcoming fall/spring calendar (2008/2009)
to motivate increased interest in the destination will be to create a more effective
and efficient methodology designed to generate and motivate consumer interest in
the destination. The strategy will apply more aggressive sales campaigns, rampedup public relations activities and a more targeted advertising approach that will
reach consumers with the ability and motivation to travel.
With this in mind, the attached documents will detail sales, promotional and
advertising activities for the upcoming six-month period ending March 31, 2009.
The documents include innovative new approaches that will sustain and generate
attention particularly as it relates to direct interaction with consumers. For example,
we see a campaign directed to the popular Costco outlets’ consumers (a total of 51
stores) across the United States which began on September 19 and will end on
October 18, 2008. At these in-store outlets, a Jamaica Tourist Board representative
will staff a booth alongside an in-house Costco travel agent to present the public
with the many existing and new attractions and facilities that the destination offers.
(The series began in Yorba Linda, California and will end in St. Louis Park,
Minnesota.)
Overview cont’d.
We recognize the many challenges in today’s marketplace not the least of
which is the reality of the present-day economic conditions and the
reality of weathering the present conditions given the environment of
hysterical media houses anxious to predict a gloom and doom scenario
which triggers and sustains panic conditions.
(Examples, “Travel
Weekly’s “ prediction that, “Hotel occupancy and revenue expected to
fall in ‘09”, as well as many of “The Wall Street Journal’ articles
predicting layoffs in the travel industry as well as private enterprises see article on “Hewlett-Packard to Lay Off 24,600” , and an article
predicting “Airlines Plan Big Job Cuts After Holiday”. Nonetheless, we
believe that Jamaica is in the best position possible to maintain interest
among the travelling public given the favorable positioning in the United
States which includes geographical location, its well-known developed
and attractive hospitality industry, and high profile standing in the
marketplace.
Competitive destinations have also stepped-up their
activities as well as supplementing their budgets to meet the challenges
– Hawaii has recently added a $12 million advertising supplement to their
present budget as was recently reported in “Travel Weekly”.
Overview cont’d.
One of the more positive indications for Jamaica is the announcement that
American Airlines, beginning December 18, 2008, will increase its frequency from
Dallas/Fort Worth International Airport (DFW) to MBJ, offering daily flights on a
Boeing 738 aircraft.
In addition, American Airlines will inaugurate non-stop
seasonal air service from Chicago’s O’Hare Airport to Montego Bay beginning
January 31, 2009. The flight will depart at 8.30 a.m. CST and will arrive MBJ at 1.25
p.m. EST. The service will operate daily, except Tuesday and Wednesday using a B757 aircraft (188 seats including 20-first class seats).
As requested, attached is our Activity Plan for Fall 2008/Spring 2009 as follows:
 Sales Activities Fall 2008/Spring 2009
 Promotional Programs Fall 2008/Spring 2009
 Winter Co-op Advertising 2008/09
Fall Product Launch Series
Northeast
Date
City/State
Est. Attendance
November 10, 2008
Boston, MA
November 11, 2008
Long Island, NY
“
110 agents
November 12, 2008
N. New Jersey
“
100 agents
November 13, 2008
Baltimore, MD
“
120 agents
November 14, 2008
Philadelphia, PA
“
100 agents
(Seminar)
90 agents
Fall Product Launch Series
South
Date
City/State
Est. Attendance
October 6, 2008
Charlotte, NC
October 7, 2008
Greenville, NC
“
50 agents
October 8, 2008
Atlanta, GA
“
60 agents
October 13, 2008
Naples, FL
“
40 agents
October 14, 2008
Sarasota, FL
“
30 agents
October 15, 2008
Tampa, FL
“
70 agents
October 16, 2008
Orlando, FL
“
75 agents
October 28, 2008
New Orleans, LA
“
60 agents
October 29, 2008
Baton Rouge, LA
“
50 agents
(Seminar)
50 agents
Fall Product Launch Series
Midwest
Date
City/State
Est. Attendance
October 6 - 10, 2008
Missouri
October 9, 2008
St. Louis, MO
October 13 - 17, 2008
Pittsburgh, PA (Sales Calls Blitz)
270 agencies
October 16, 2008
Pittsburgh, PA
(Seminar)
90 agents
October 20, 2008
Wausau, WI
“
25 agents
October 20 - 24, 2008
Wisconsin
October 23, 2008
Milwaukee, WI
October 29, 2008
October 30, 2008
(Sales Calls Blitz)
(Seminar)
(Sales Calls Blitz)
270 agencies
100 agents
270 agencies
(Seminar)
70 agents
Toledo, OH
“
38 agents
Saginaw, MI
“
20 agents
Fall Product Launch Series
Midwest cont’d.
Date
City/State
November 17, 2008
St. Cloud, MN
November 18, 2008
Est. Attendance
(Seminar)
20 agents
Indianapolis, IN
“
40 agents
November 19, 2008
Appleton, WI
“
30 agents
November 20, 2008
Kenosha, WI
“
30 agents
January 28, 2009
Oak Lawn, IL
“
50 agents
January 29, 2009
Northbrook, IL
“
60 agents
March 24, 2009
Ft. Wayne, IN
60 agents
Familiarization Tours
Date
Gateway (S)
# Agents Targeted
October 2 – 6, 2008
Philadelphia/New York
5 (actual)
October 3-8, 2008
Los Angeles
15
October 9-13, 2008
Philadelphia
15
October 22-26, 2008
Los Angeles
10
October 23-27, 2008
New York/Baltimore
20
October 30 – Nov. 3, 2008
Philadelphia/Baltimore/New York
30
November 6-10, 2008
Philadelphia/Baltimore/New York
40
November 13-16, 2008
Chicago
15
November 13-17, 2008
Various (Meet-Us-In-Montego Bay)
20
December 4-7, 2008
Chicago
15
December 11-15, 2008
Various (Meet-Us-In-Montego Bay)
15
Regional Activities
Northest
Date
City/State
Event
Est. Attend.
October 4-12, 2008
12 cities
Costco Road Shows
40,000 cons.
October 7-9, 2008
3 cities
GoGo Trade Shows
260 agents
October 14-23, 2008
6 cities
Travel Impressions Shows
520 agents
October 15-20, 2008
3 cities
JTB/GoGo Training
40 agents.
November 5, 2008
Andover, MA
New England Bridal Show
200 cons.
November 8, 2008
Baltimore, MD
CTO Mini Trade Show
100 agents
February 20, 2009
Boston, MA
Boston Globe Tvl. Show
9,150
agts./Cons.
March 6, 2009
Foxborough, MA
AAA Travel Marketplace
12,000 cons.
South
Date
City/State
Event
Est. Attend.
October 2, 2008
Clearwater, FL
JTB/Go Classy Training
10 agents
October 4-18, 2008
9 cities
Costco Road Shows
36,000 cons.
October 10, 2008
Fayettevile, NC
Wright Travel Show
50 agents
October 11 & 22,
2008
2 cities
Sandals Luxury Redefined
Convention
650 agents
October 21, 2008
Alpharetta, GA
JTB/Aladdin Tvl. Training
6 agents
October 21, 2008
Panama Cty., FL
Bookit.com Res. Agents
Training
150 agents
October 22, 2008
Alpharetta, GA
JTB/Travel Exp. Training
4 agents
October 25, 2008
Tampa, FL
Reggae Jerk Jam Festival
600 cons.
October 25-26, 2008
W. Palm Bch, FL
Palm Beach Travel Expo
15,000 cons.
October 29 –
November 1, 2008
Orlando, FL
World Religious Travel
Expo & Educational Conf.
500
buyer/sellers
November 2, 2008
Southport, NC
Cape Fear Wedding Show
300 cons
South cont’d.
Date
City/State
Event
Est. Attend.
November 6, 2008
Atlanta, GA
S.E. ASTA Trade Show
150 agents
November 9, 2008
Weston, FL
S. Florida Jerk Festival
10,000 cons
November 13, 2008
Miami, FL
JTB/MK Tours Training
20 cons
November 13, 2008
Atlanta, GA
JTB/Delta Training
1,350 agents
November 18, 2008
Miami, FL
GoGo Appreciation Show
70 agents
November 21, 2008
Miami, FL
Jamaica Update/Unique
Vacations
25 agents
January 12-28, 2009
6 cities
Vacation Express Product
Launch
360 agents
January 15, 2009
Jensen Bch., GL
Jensen Bch. Travel Show
300 cons
January 18, 2009
Memphis, TN
Gulliver’s Travel Expo
750 cons
January 23-25, 2009
Atlanta, GA
Atlanta Travel Show
5,000 cons
January 24, 2009
Miami, FL
African-American Jamaica
Night
50 cons
South cont’d.
Date
City/State
Event
Est. Attend.
January 25, 2009
Charlotte, NC
Mann Travel Show
500 cons
January 26-30, 2009
Florida
Florida Sales Calls Blitz
120 agencies
February 3, 2009
Vero Bch., FL
Vero Beach Travel Show
300 cons
February 10-19, 2009
5 cities
JTB/OSSN Luncheons
120 agents
February 24, 2009
Atlanta, GA
JTB Vac. Express Training
30 agents
March 10, 2009
New Orleans, LA
Tagno Jamaica Night
25 agents
March 17-25, 2009
4 cities
JTB Spring Product
Update
135 agents
March 26, 2009
Atlanta, GA
JTB/CTO Jamaica
Evening
50 agents
Midwest
Date
City/State
Event
Est. Attend.
October 1, 2008
Grand Rapids,MI
Grand Rapids Trade Show
600 agents
October 1, 2008
Detroit, MI
ASTA Travel Show
600 agents
October 4, 11 & 18
3 cities
Costco Road Shows
14,000 cons
October 6, 2008
St. Paul, MN
MLT University Seminar
1,600 agents
October 14, 2008
Stillwater, MN
CWT/Tubby L. Tvl. Show
200 cons.
October 25, 2008
Minneapolis, MN
Macy’s Travel Expo
2,000 cons
October 27, 2008
Novi, MI
Passageways/Amex Show
100 agents
October 30, 2008
Chicago, IL
Sandals/Beaches Show
600 agents
November 12, 2008
Chicago, IL
JTB/Apple Vac. Training
100 agents
December 3, 2008
Chicago, IL
JTB/AA Reception
130 agents
December 7, 2008
Duluth, MN
Bayfront Reggae Festival
2,000 cons
Midwest
Date
City/State
Event
Est. Attend.
January 10, 2009
Kansas City, MO
KC Bridal Spectacular
2,000 cons
January 10, 2009
Duluth, MN
Destination Tvl. Bridal Show
300 cons
January 11, 2009
Owatonna, MN
Travel Headquarters Bridal
200 cons
January 13, 2009
Bloomington, MN
Carrousel Tvl. Ja. Night
100 agents
January 15-17, 2009
Chicago/Indiana
JTB Pizza Seminars
75 agents
January 17, 2009
Sioux Falls, SD
Tvl .Fiesta by Travel Leaders
500 cons
January 21-31, 2009
St. Paul, MN
St. Paul Winter Carnival
300,000 cons
January 23, 2009
Winona, MN
Classic Tvl. Wedding Show
150 cons
January 24, 2009
Grand Rapids, MI
Breton Village Con. Show
700 cons
January 24, 2009
St. Peters, MO
Majestic Travel Show
250 cons
January 30, 2009
Kansas City, MO
St. Louis Travel Show
10,000 cons
Midwest cont’d
Date
City/State
Event
Est. Attend.
January 31, 2009
Chicago, IL
AA Inaugural Flight & Fam
20 agents
February 6-8, 2009
Kansas City, MO
Kansas City Golf Show
900 cons
February 20-22, 2009
Minneapolis, MN
Twin Cities Food & Wine Exp
25,000 cons
March 7-8, 2009
Kansas City, MO
Kansas City Travel Exp.
1,500 cons
West/Southwest
Date
City/State
Event
Est. Attend.
October 4-5, 2008
Ft. Worth, TX
Main Street Festival
25,000 cons
October 4-5, 2008
Vail, CO
United Vac. Product Launch
200 agents
Oct. 4,5,11 & 12, 2008
8 cities
Costco Road Shows
24,000 cons
October 9, 2008
Redding, CA
Village Travel Consumer Show
300 cons
October 25-26, 2008
Reno, NV
Home & Lifestyle Show
10,000 cons
October 29, 2008
Arlington, TX
JTB/AA/AAV Presentation
30 trade
November 4-9, 2008
San Antonio, TX
New World Wine/Food Fest
2,800 cons
November 5-6, 2008
California (2)
GoGo Worldwide Shows
200 agents
November 19
Tulsa, OK
Jamaica Day at AAV
100 agents
November 20, 2008
Dallas, TX
CTO Jamaica Presentation
50 agents
November 24, 2008
Tempe, AZ
JTB/US Airways Vac Training
70 agents
West/Southwest
Date
City/State
Event
Est. Attend.
January 10, 2009
Las Vegas, NV
Prestige Amex Travel Show
3,000 cons
January 10 Feb. 8
TX (5 cities)
AAA Cruise & Travel Show
3,000 cons
January 24-25, 2009
Santa Clara, CA
Bay Area Travel Show
8,000 cons
January 24-25, 2009
Seattle, WA
Seattle Travel Show
10,000 cons
January 30-31, 2009
Sandy, UT
Morris Murdoch Travel Show
7,000 cons
February 8, 2009
Long Beach, CA
LA Times Travel Show
21,400
trade/cons
March 28-29, 2009
Houston, TX
Greater Houston Tvl. Show
6,300
Trade/Cons
March 2009
TX/CA (4 cities)
Trip Tailor Product Launch
600 agents
March 2009
TX/CA (6 cities)
Apple Vac. Product Launch
1,200 agents
City/State
Event
Est. Attend.
December 2-4, 2008
Las Vegas, NV
Luxury Travel Show/Home
Based Expo
4,000 agents
January 18-20, 2009
St. Lucia
Caribbean Marketplace
1,500
delegates
February 6-8, 2009
New York, NY
The New York Times Show
34,000
agents/cons
October 5-7, 2008
Palm Beach
Gardens, FL
HIGO (Hospitality Industry
Golf Organization)
100 planners
October 8-11, 2008
Montego Bay
HIGO Destination Update
15 planners
November 11-17,
2008
Marbella, Spain
IAGTM (Int’l. Assoc. Golf
Travel Market)
1,000 buyers
December 2-4, 2008
Barcelona, Spain
Travel Management (EIBTM)
2,000
Incentive
January 27-30, 2009
Grand Rapids, MI
RCMA (Religious Conference
Management Assoc.)
1,200
planners
Date
National
Groups &
Conventions
Press & Promotional Activities
• October 12 -18, 2008: Radio Remote – Magic 107. Venue: Breezes Runaway
Bay.
• October 16 – 20, 2008: ‘Ed Norris Morning Show’. WHFS Radio (Baltimore).
Live radio show with come-along. Broadcast hours – 3:00pm to 6:00pm.
Venue: Gran Bahia Principe.
• October 19 – 25, 2008: Caracol Radio, “Regreso a Casa” afternoon show.
Colombian/Latin Radio Station to broadcast during Rose Hall Triathlon &
Wellness Festival. Broadcast hours – 3:00pm to 6:00pm. Venue: RIU Montego
Bay or Rose Hall Resort.
• October 19 -25, 2008: XM/Sirius Radio Remote. Venue: Rose Hall Resort.
Support of the Triathlon & Wellness Festival.
• January 4 – 11, 2009: WLDB Radio Remote and come-along (Region –
Milwaukee). Venue: Sunset Jamaica Grande.
• March, 2009: Radio Remotes – “Fun in the Son” – WARH-WMVN-WIL. Region
– St. Louis, MO. Venue: Iberostar Rose Hall.
2009 Winter Coop Advertising
Airlines & Tour Operators
We recommend that partners share media buy on radio and print
media. Partner marketing (co-op advertising) should share the cost of
the marketing plan. It is this approach that is recommended at this
time to cast a wide net in the US travel market, to reach all the niches
served by our network of air seats.
The outline that follows breaks out the partners and cost associated
with this plan
Coop TV Split
Supplier
Libgo Travel
Schedule Seats
Coop
TV Tag Value Advt $
106,000 pax 2008
$163,469.00
46,000 pax 2008
$163,469.00
Generic Advt
$272,448.60
80,000 pax 2008
$163,469.00
Air Jamaica (AJV)
292,472 seats
$163,469.00
American (AAV)
176,496 seats
$236,122.00
Spirit (spirit vacations)
129,620 seats
$0.00
USAirways (USAV)
87,307 seats
$163,469.00
Delta (Delta Vacations)
79,392 seats
$163,469.00
Northwest (NWAWV))
44,700 seats
$163,469.00
Continental (COAV)
14,012 seats
$163,469.00
823,999
$1,816,322.60
Travel Impressions/Amex
Visit Jamaica.com
Expedia.com
Total
$15,000.00
$15,000.00
Charters – Apple Vacations
Gateways
Seats
Chicago Seats
2388
St. Louis
1250
Detroit
1128
Milwaukee
2740
Minneapolis
1037
Pittsburgh
2580
Total
11123
Coop Advertising
$60,000.00
Charters – Funjet Vacations
Funjet
Seats
Detroit
1260
St. Louis
1680
Milwaukee
2944
Minneapolis
Total
Coop Advertising
943
6827
$30,000.00
MLT Vacations
MLT
Seats
St. Louis
1400
Minneapolis
5865
Total
7265
Coop Advertising
$30,000.00
Tour Operators
Tour Operator
Coop Advt.
Apple Vacations
$30,000.00
Libgo
$100,000.00
Travel Impressions/Amex
$50,000.00
TNT Vacations
$15,000.00
Vacation Express
$15,000.00
Cheap Caribbean
$10,000.00
World Travel Holdings
$10,000.00
Costco Travel
$10,000.00
Book-it. com
$10,000.00
Total
$220,000.00
Spring Break Tour Operators
Spring Break
Coop Advt.
Sun Splash Tours (3,000 pax 2008)
$15,000.00
Student Travel Services
$15,000.00
Total
$30,000.00
Total Advertising Budget
Supplier
Coop Advt.
Spring Break
$30,000.00
Tour Operator
$220,000.00
Schedule Airlines (Spirit Vac)
Charters
$15,000.00
$120,000.00
TV Tag Value
$1,816,322.60
Total Advertising
$2,201,322.60