ONCE YOU GO, YOU KNOW (2003)
The year 2003 heralded increased changes in international travel as the world faced a new age characterized by the reality of “global terrorism” and war in the Persian Gulf between the United States of America and Iraq. While the JTB had to devise strategies to counter the effects that this “war on terror” which began in March 2003, would have on the industry, the Board was also experiencing changes of its own, as it again embarked on a programme of restructuring.
Following the General Elections of October 2002, a new Minister was appointed with portfolio responsibility for Industry and Tourism. Paul Pennicook was appointed Director of Tourism effective March 3, 2003.
Seeking to maximize efficiency in the changing global environment, the Board’s aim was to produce a “lean, aggressive, creative, collaborative and technology based” organization. The organization’s “main marketing functions” were now “to be centralized in the Board’s Corporate Headquarters in Kingston”. Among the number of “key positions” introduced was a “specialist officer with responsibility for tour operators.”
The number of local JTB offices was also reduced although arrangements were made for a presence to be maintained in the resort areas. The Board’s Montego Bay office was “strengthened” and given the responsibility for “directing the activities of marketing personnel across the island”.
The number of JTB offices overseas was also reduced to three with one each in the United States of America, Canada and the United Kingdom. In the USA, the office was located in South Florida. to maintain important linkages with consumers and the trade. While some sales personnel were retained the agreement was that they would “operate from home”.
The JTB established a new sub-committee to assess projects related to special events to determine their suitability for the organization’s support, as with the Board’s more focused approach, the decision was taken to “leave the matter of actual events development to our private sector partners.”
In October 2003, the JTB once again changed public relations agencies following a review. “Ruder Finn” was appointed in the United States of America while “Financial Dynamics Business Communication” was appointed in UK - Europe.
At the same time the Board had to maintain a high level of visibility in the marketplace, through vigorous advertising, public relations and promotional campaigns in an effort to encourage travel to Jamaica. One of its main areas of focus was the Hispanic American market which was recognized as an important growth area for Jamaica. Over 100 million viewers were exposed to Jamaica via Urban Latino TV (ULTV) in July of 2003 as the station was persuaded to shoot its pilot in Jamaica.
During the last week of June 2003 radio stations from across North America with a listening audience of over 200 million were hosted for a ‘live’ radio remote from Ocho Rios. Forays were also made into the Dutch market, another area of promise for Jamaica.
In expanding its “aggressive and targeted multi-media approach” the JTB for the first time used cinema advertising to reach an audience of over 7.4 million moviegoers in four major US cities during the months of August and September in 108 theatres with 700 screens.
The Board continued its programme for small hotels by facilitating an OAS / USAID sponsored “Small Tourism Enterprise Project Centre” and providing accommodations for this facility at the JTB Ocho Rios office.
Another record year for Jamaica’s tourism was again achieved in 2003 when the island, for the first time in its history welcomed over one million cruise ship passengers. Stopover visitors numbered 1,350,285, a 6.6% increase over 2002 with total estimated earnings at US$1,336 million.
In 2004 the JTB completed its restructuring exercises. The new structure comprised four main offices headed by a Deputy Director (Miami, USA) and three regional directors (Toronto, Canada, London, UK/Europe and Montego Bay). Both the Director of Tourism and a Deputy Director continue to operate from the Board’s corporate headquarters in Kingston.
Through its “Once You Go, You Know” campaign the JTB focused on responding to the needs of modern visitors for whom Jamaica’s art, culture, cuisine, and unique experiences as a people, provide the total vacation experience that many seek. In 2004 the “Meet the People” programme was also “revamped” and re-launched and is central to the marketing of “Undiscovered Jamaica” a programme through which the JTB continues, along with aggressive advertising, public relations and promotional campaigns, to promote the island’s rich diversity and uniqueness.
Over its 50 years of operation, the Jamaica Tourist Board has consistently set high standards for Jamaica, and despite the vicissitudes of the industry - whether caused by international forces or local occurrences, the Jamaica Tourist Board has been able to adapt, change and reinvent itself to become one of the most respected tourist boards in the world; to make brand JAMAICA one of the most recognised in the industry, and the island one of the most popular warm weather destinations in the Caribbean.
From a fledgling industry, tourism has become the main engine of growth for Jamaica and the Jamaica Tourist Board has played and continues to play a pivotal role in its development.