JTB partners with JHTA to give away free 'Get Happy in Jamaica' room nights

Janet Silvera, Senior Gleaner Writer

WESTERN BUREAU:



The Jamaica Tourist Board has partnered with the Jamaica Hotel and Tourist Association (JHTA), to launch a destination-wide deal, “Get Happy in Jamaica,” featuring free nights at 20 participating hotels.



The destination-wide promotion was launched via proactive media outreach and social media efforts, said the JTB in a media release Monday afternoon.



The Board has also launched digital initiatives to engage with the Facebook, Twitter, photo and video sharing community to make certain online conversations related to the 'Get in. Get Happy', VW Super Bowl Game Day advert continues.



“2013 has started positively for Jamaica,” said Tourism Director John Lynch.



“We were thrilled to be able to take advantage of the publicity the VW commercial gave to the island. It’s not every day that companies spend millions on a single commercial. They did a fine job and we’re honoured they thought of Jamaica when developing the creative concept. We look forward to a working relationship with them in the future.”



In the meantime, VW, director of corporate communications, USA, Dr. Carsten Krebs, said it was still early days to say what impact the ad may have had on the sale of its vehicles.



Explaining the concept of 'Get Happy, Dr. Krebs said, "Is to put a smile on your face, and continues to build upon our heritage of “human stories, told simply”.



He said the protagonist in the commercial is intentionally meant to portray an upbeat perspective and intelligence as he influences his coworkers to “Get Happy.” "His Caribbean accent conveys a relaxed, cheerful demeanour while encouraging a positive attitude as the antidote to a tough Monday.



Many people, he said can relate to being in an office environment and being ground down by the pressures of work -- and "Get Happy” brings an optimistic, bright spirit into an otherwise mundane day.



Happy with the huge interest that the ad has garnered, Dr. Krebs described it as positive, especially, the online blogs, "Which are overwhelmingly positive and in support of VW".



Monday, the day after the Super Bowl when The Gleaner checked online, You Tube views were over 9.1 million views for "Get Happy" (31,767 likes; 1,500 dislikes).



And the teaser "Sunny Side" with reggae superstar Jimmy Cliff, which continues to perform well had received 1,970,000 plus views.



"A highlight was huge support by the Jamaican people and the Jamaican Government, they gave us great support and we are very thankful for this," added the VW corporate communications director.



Recognising the unparallel potential of the advert, soon after it went viral last week, Jamaica's Minister of Tourism and Entertainment, Dr. Wykeham McNeill was quick to endorse it.



“The interest this commercial has generated is incredible and speaks to the power of the Jamaica brand,” noted Lynch.



He added that he hopes this sparks an interest in persons who have not yet experienced the destination to come visit, enjoy a memorable Jamaican vacation, our people and most important, Get Happy in Jamaica.



janet.silvera@gleanerjm.com