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Jamaica Tourist Board Seeks Hispanic Media Coverage
Challenge:
• Jamaica had never targeted the Hispanic media in the United States. While it received extensive media coverage in English-language trade and news publications, it lacked the Hispanic media interest. With the Hispanic market's growing buying power, the Jamaica Tourist Board could not afford to neglect this sector.
• Competition from Spanish-speaking islands in the Caribbean, such as Puerto Rico and the Dominican Republic, also contributed to Jamaica being overlooked.
• Gain interest from Spanish-language trade and news publications as well as Spanish-language broadcast media in order to make Jamaica a popular tourist destination for Hispanics.
Approach:
• Planned and executed a media trip with Hispanic journalists to Jamaica for on-island activities in Kingston and Ocho Rios, such as swimming with dolphins, a visit to reggae legend Bob Marley's home, canopy tours and white-water rafting.
• Drafted press materials and contacted media months in advance to invite prominent Hispanic journalists, from stations such as Telemundo, to Jamaica.
• Translated all Jamaica press releases into Spanish and distributed to Hispanic print and television media throughout the United States.
Results:
• Secured six segments about Jamaica for Telemundo's Cada Dia morning show which all aired during the February and May 2007 television sweeps.
• Telemundo was so pleased with Jamaica during its first trip it signed on for the following press trip in July 2007 which covered another part of the island, including Montego Bay. Video footage shot during this trip was used for November sweeps.
• Telemundo contributed to the media coverage by adding an online article about Jamaica on Yahoo!
Challenge:
• Jamaica had never targeted the Hispanic media in the United States. While it received extensive media coverage in English-language trade and news publications, it lacked the Hispanic media interest. With the Hispanic market's growing buying power, the Jamaica Tourist Board could not afford to neglect this sector.
• Competition from Spanish-speaking islands in the Caribbean, such as Puerto Rico and the Dominican Republic, also contributed to Jamaica being overlooked.
• Gain interest from Spanish-language trade and news publications as well as Spanish-language broadcast media in order to make Jamaica a popular tourist destination for Hispanics.
Approach:
• Planned and executed a media trip with Hispanic journalists to Jamaica for on-island activities in Kingston and Ocho Rios, such as swimming with dolphins, a visit to reggae legend Bob Marley's home, canopy tours and white-water rafting.
• Drafted press materials and contacted media months in advance to invite prominent Hispanic journalists, from stations such as Telemundo, to Jamaica.
• Translated all Jamaica press releases into Spanish and distributed to Hispanic print and television media throughout the United States.
Results:
• Secured six segments about Jamaica for Telemundo's Cada Dia morning show which all aired during the February and May 2007 television sweeps.
• Telemundo was so pleased with Jamaica during its first trip it signed on for the following press trip in July 2007 which covered another part of the island, including Montego Bay. Video footage shot during this trip was used for November sweeps.
• Telemundo contributed to the media coverage by adding an online article about Jamaica on Yahoo!
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