Image is Everything: Using Marketing

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Image is Everything Using Marketing Public
Relations as catalysts for business

• JHTA/JTB Workshop
• April 16, 2009

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• David L. Shields
• Deputy Director of Tourism, Marketing

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Our Mission

• To develop and market the tourist industry
  so that Jamaica remains the premier Caribbean
  tourist destination

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Strategic Objectives

• Target those market segments that hold good
  potential for business to Jamaica, including
  Emerging Markets.
• Promote Jamaica as a distinctive and preferred
  destination through public relations programmes
  and through advertising in the electronic print
  media as well as the new media.

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Strategic Objectives

• Establish and maintain close links with trade
  partners, travel agents, tour operators and
  airline personnel.
• Collaborate with the private sector hoteliers,
  attractions and transportation operators etc., to
  effectively market Jamaica and to ensure that the
  product is in tandem with recognized consumer
  needs.

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Strategic Objectives

• Promote special events that can attract visitors
  throughout the year and enhance the image of the
  destination overseas
• Work with agencies and carriers to provide
  airlift from markets that are not adequately
  served by scheduled carriers
• Exploit the advantages of Internet technology to
  market Jamaica and strengthen strategic alliances

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Strategic Objectives

• Promote a greater awareness, locally, of the
  importance of tourism in the Jamaican economy
• Market Jamaica to Jamaicans.
• Work with the public and private sector agencies
  to target the Diaspora and encourage Jamaicans
  living abroad to visit and vacation here.

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Marketing Mix
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Image is Everything Using Marketing Public
Relations as catalysts for business

• JHTA/JTB Workshop
• April 16, 2009