Jamaica Tourism Board
Objective
Increase the sales and promotion of Jamaica in the Spanish market to steal market share from their competitors in market. Keep the destination top of mind and increase product availability catered to different niche and segments in market.
Actions
— Partner with Barceló Group, a vertically integrated tourism company, with specialist brands that offer a unique and made-to-measure travelling experience. Activities carried out through their retail Brand B The Travel Brand and their tour operator specialized in the Caribben Quelonea.
— 360 promotion, through branded content, online and offline campaigns, public relations, influencers and bloggers and CRM of all different brands (over 2 Million customers)
— Launch of a charter flight from Spain and Portugal to Jamaica, which provided direct access to the destination.
— TV Program Viajeras con B, a docushow about the adventures of two female travellers, who don’t know each other and who have completely opposite profiles: actress Corina Randazzo and travel blogger Marta Goicoetxea (Rojo Cangrejo) hosted the show.
Results
— Launching of a seasonal chart flight from Madrid and Lisbon to Montego Bay. Increase on arrivals of 300%
— More than 50 hours of visual material on film and in photographs. Design of two Jamaica guides about the destination and with different plans according to the profiles of the Viajeras con B protagonists.
— 1,560 20-minute ads broadcasted in rotation in FOX, AXN, National Geographic and Movistar network.
— Insertion of leaderboards in El País website in the travel section El Viajero. 1,000,000 prints in total. A megabanner published on the website of Grupo Prisa with 1,765,000 prints in total.
— Publication on different magazines and supplements with a total of 1,5M circulation overall (Viajes, YODonna, Papel, El Pais Semanal, ICON)
— Special 20 pages Branded Content in 20 minutes in Madrid and Barcelona.
— Rotating banner on their group´s website – over 15 websites with campaign information.
— Monographic 52-page brochure on the destination of Jamaica, picture of the Jamaican Tourist Office on the back cover. 150,000 copies.
— 20 exclusive product launches on the destination, each with the assistance of 80 travel agents.
