Jamaica promotes price for first time
Tuesday, 21 Jan, 2009
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All inclusive packages for under £800 a week are being promoted by the Jamaica Tourist Board in its first price-led advertising campaign.
The deals with Virgin Holidays and Thomas Cook will feature for two months on posters, print and online media, and outside broadcasts in Jamaica from a number of mainstream radio stations.
JTB UK and Northern Europe regional director Elizabeth Fox said: "Launching an advertising campaign in January is not unusual for the JTB given that this month is the busiest booking period of the year.
“However, given the current economic climate we wanted to really incentivise Brits by promoting great value at an unbeatable price.
“We know all inclusives are popular this year as they help visitors control their spend and offer excellent value for money.”
She added: “It’s critical, now more than ever, that we invest in promoting the brand.
“We have to ensure Jamaica is top of mind if we are to weather this economic downturn.
“Brits will continue to travel but their choices will be more considered and competition will be stiff. Throughout 2009 we will be focusing on promoting Jamaica as a great value destination offering beleaguered Brits a welcome escape from the doom and gloom of the credit crunch.”
by Phil Davies
Phil Davies
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