Ruder Finn are the brains behind the Genius of Jamaica Campaign which aims at raising awareness of Jamaica as a diverse travel destination. Their objectives were to 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. At the end of the Genius of Jamaica Campaign, they achieved extensive media coverage, including being featured on television programs such as America's Next Top Model and AmazingRace. They have also received media coverage on Leisure and Travel and Live with Regis and Kelly Show.
Throughout the campaign they have convinced Travel experts to visit the island and have taken them on tours through various parts of Jamaica to experience all the aspects of the island.
Another Campaign was the Destination Jamaica Campaign in Manhatten NewYork: this video says it all; You can have Breakfast in cold cold New York and by Lunch time you can be enjoying the white sand beaches and sunshine in Jamaica.
These campaigns have definitely exposed Jamaica in a positive light.
References
Ruder Finn PR Jamaica Tourist Board http://www.ruderfinn.com/life-style/travel-economic-development/case-studies/jamaica-tourist-board.html [Accessed on Jan. 11, 2009]
Youtube Website Jamaica Tourist Board promotes Jamaica in New York http://uk.youtube.com/watch?v=ey8FFpMz4LM posted by whatzuptv on Mar. 24, 2008 [Accessed Jan. 11, 2009]
Posts
Yeah, I think PR has some influence in selling JA....with the commercials showing white sandy beaches, sunshine & palying Bob Marley's song in the background....but I think its really our natural resources & culture that brings ppl here. Despite being considered the murder capital of the world.....its crazy actually. I've heard tourist say that that hasn't stopped them from coming here coz they've been coming for years (when the crime rate wasn't so high).....and they keep coming back. Also tourist are not really targeted by criminals that much.....its really rare when you hear of a tourist being attacked. They are usually sechluded from the rest of JA in the tourist resort areas. I I still hear from tourist that our ppl are warm & friendly. So its kinda ironic how we are considered barbaric & warm & friendly at the same time.
ReplyDeleteThen on the other side PR has alot to do with our toursim success......think about "brand JAMAICA" as just one example......this is just one exmple of what is being done to promote JA. Other coutries are even copying our brand.....black, green & gold sells........so called jerk seasons with fake Jamaican product labels. What we have is good in many aspects......with or without PR. I mean who is promoting the Pan Chicken Man on di street corner.....yet there are ppl out there trying to copy our jerk flavour & going as far as to say it is a product of JA.
So, where does Jamaica stand in the Global PR market? Yes we might be standing in the shadows of the PR giants America & Britain but maybe we don't really need to try as hard as them beacuse they don't have what we have. I do agree that there needs to be more visibility of the profession in JA.....but then again when you look at why the profession thrives in say....America more than it does here its really not that hard to understand. Case in point; celebrities in America hire PR persons to keep their very fragile images clean......its crucial to their careers. However, in JA, celebrities do their own PR work.....lol! Many times they really don't care what ppl have to say about them..........So I don't htink you can compare America & british PR levels to that of Jamaica....they are really different cultures. & like they say no any publicity is good publicity.
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That was a long ass blog kim!!!