Good move, JTB

Published: Saturday | December 28, 2013 Comments 0

THE EDITOR, Sir:

I couldn't let 2013 end without making mention of the Jamaica Tourist Board (JTB) and its latest advertising campaign.

'Irie' and 'No problem mon' are quintessential catch phrases used to identify Brand Jamaica. The JTB made every attempt to stick to the status quo by its latest 'Jamaica - Get All Right' campaign.

The JTB's move to use the giant yellow 'stress ball' to take over Times Square in New York was clever. I loved it! I'm sure the use of this giant ball drew attention and built awareness of Brand Jamaica.

As it relates to whether this awareness will turn into positive consumer action, we will have to wait and see. December 15, 2013 was the close-off date for the JTB's exclusive promotion in which 13 of Jamaica's hotel properties participated in the JTB's 'Jamaica - Get All Right Destination Wide Deal'.

Travel bookings would be between January 2014, to April 1, 2014 so hopefully we will see a lot of foreigners "getting all right" here in Jamaica.

Keon Walker

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