THE JAMAICA Tourist Board (JTB) is contemplating switching public relations (PR) firms in the United States and could soon drop long-time partner Peter Martin & Associates, according to senior industry players.
The agency has been associated with Jamaica for more than 25 years and could be set to play a much-reduced role, with a still-to-be named firm taking a lead role.
Peter Martin failed to return calls this week. The company has 22 employees, four of them Jamaican.
Industry sources said yesterday the JTB has been in discussions with the PR firm for some time and an announcement on the relationship could be made soon.
The news comes just days after The Gleaner revealed that the JTB owes top US ad agency Foote, Cone and Beldin (FCB) US$5 million and has exhausted its line of credit.
Noel Mignott, New York-based deputy director of the JTB, is so concerned that he has warned JTB executives: "I fear that if significant payment is not transmitted, or if we try to secure media through other sources FCB's actions could cause us all severe embarrassment," according to a memo obtained from the US by The Gleaner.
The memo to JTB finance executive Glen Case said Mrs. Pickersgill had called Mr. Mignott from London regarding a proposed winter advertising programme.
"As you know, we have exhausted our line of credit with our advertising agency FCB. To compound the situation, because of our inability to negotiate in a timely manner the available media are in short supply and at premium cost".
Mr. Mignott went further: "I need therefore, as a matter of urgency, to be advised of the specific amount of the funds that you will be able to transmit against the past due amount, approximately US$5 million that is now outstanding."
The memorandum adds: "It is critical that I not only convey this information to the finance department of FCB but that the transaction takes place concurrently. You should know that not only has FCB cut off our line of credit, they are seeking to re-negotiate their contract with the Board."
When asked about the current situation on Monday, Tourism Minister Portia Simpson Miller said the Government would be providing US$3 million for a belated winter advertising campaign but did not say whether FCB would have to be repaid all or part of the money it is owed first.
Leading Jamaican hoteliers had called for the Government to mount a US$8-million television advertising campaign overseas to help encourage winter travel to the island.
