Sandals, JTB impress with radio remote initiative

WESTERN BUREAU

Gary Sadler, the executive vice-president of sales and industrial relations for Unique Vacations, the worldwide representatives of Sandals and Beaches Resorts, says Jamaica is the envy of the world in the hospitality sector.

“What we did was bring down to Jamaica 87 radio stations from 42 different markets. What that means is that right across the United States – Philadelphia, New York, Chicago, Minneapolis – we’re promoting destination Jamaica,” Sadler told The Gleaner during an appreciation dinner for radio announcers and DJs at Sandals South Coast, in Westmoreland, on Monday.

Sadler explained that the collaboration between Sandals and the Jamaica Tourist Board (JTB), through this year’s radio remote initiative, was designed to promote Jamaica as the ultimate vacation destination and Sandals as a home away from home for American travellers.

He further noted that the campaign captured the essence of Jamaica, highlighting the island’s pristine beaches, lush rainforests, gastronomy, and vibrant culture through the warm voices of Jamaicans, inviting listeners to escape the winter blues and experience the unparalleled hospitality of the island.

When quizzed on the possible outcome of this year’s radio remote event, Sadler expressed confidence that it would inspire more people to visit Jamaica to capitalise on the various offerings as well as to escape the winter in North America.

“With absolute confidence, what Sandals and Beaches resorts continue to do through Unique Vacations is to promote destination Jamaica. We started early last year, as early as October, with the Jamaica Love event in Montego Bay, something that the Caribbean had never seen before,” said Sadler.

Sadler said Sandals South Coast, which first opened its doors in 2005, is a relatively brand-new resort, having undergone extensive renovations in recent times.

“You have the new rendezvous, you have the Long Bay Village that was completely renovated, and then the icing on the cake is always the over-the-water suites that we have here at Sandals South Coast,” said Sadler. “So everything that we do is about reinventing ourselves, reinventing the product, making the product better, making the product stronger, and Sandals 2.0 is clearly a definition that we’re doing everything to keep the destination alive.”

As it relates to travel advisers, Sadler said he was confident that they are selling Jamaica as an ideal place for their customers to visit.

Sicourney Jackson, the public relations officer at the JTB, said radio announcers and disc jockeys are being given the opportunity to experience the tourism product and share their experiences with the world through the United States markets.

“The Jamaica Tourist Board continues to ensure that Jamaica remains top of mind in the US market, which is, of course, where a lot of our visitors come from. And while we are reaching out to our other markets in the United Kingdom and Europe, we are intent on ensuring that we stay relevant in the US market,” said Jackson.

Jackson further noted that the JTB’s yearly participation in the radio remote event has allowed the marketing arm of the Ministry of Tourism to continue spreading the message about Jamaica and how the island continues to remain the destination of choice for all travellers, regardless of vacation styles.

Sean ‘DJ Coop’ Tabler, who hosts The COOP Show on BIG 98.1FM, in the US, told The Gleaner that he has been coming to Jamaica for the last five years as part of the syndicate of radio personalities showcasing the island’s tourism products to Americans. He said, however, that this year supersedes all others.

“Jamaica is incredible. I can’t recommend it enough to our people back in the United States, but certainly, it’s a beautiful island, and the food is great,” said Tabler. “Every day we encourage people to come to Jamaica and to pick Sandals. This resort is absolutely gorgeous. This island has so much to offer. You are so blessed to live here.”

editorial@gleanerjm.com