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Wednesday, December 19, 2007
Chairman of the Jamaica Tourist Board (JTB) John Lynch said a US$2-million budget has been approved for an extensive advertising campaign in the United States come January which is expected to significantly boost visitor arrivals this winter season.
LYNCH... I think we are going to have a very good winter, because the weather is very cold up North
"I think we are going to have a very good winter, because the weather is very cold up North and so with this campaign we are expecting to see significant results," he said.
He added also that the passport regime which required Americans to have passports to re-enter the United States when they travel by air has significantly improved.
Lynch told the Business Observer that the campaign will include spots on television in the prime markets of New York and Chicago, among other media initiatives.
He said the JTB budget for advertising was finally increased after Minister of Tourism Edmund Bartlett lobbied for the increase.
"When we arrived here the JTB didn't have a proper advertising plan put together for the winter, which simply meant they did not have enough money, however, the minister lobbied the prime minister and Cabinet and we got some extra funds," Lynch told the Business Observer.
He added that the campaign is scheduled to begin on January 7, just when travellers are ready to buy.
"The months of January, February and March are critical because it is the highest booking period for travel in the United States, Lynch told the Business Observer shortly after addressing the Private Sector of Jamaica (PSOJ) Job Creation Awards Ceremony at the Terra Nova All-Suite Hotel in Kingston yesterday.
"We now have the advertising in so we are just fine-tuning things with the sales people, as well as calling on agents and working on the public relations aspects so we have everything in place," he said.
In the meantime, Lynch said they are currently negotiating to have new lifts out of Europe by next fall and winter.
He said the airlift situation could not have been adjusted immediately as it takes nine months to a year to put additional flights in.
"We are working to see what we can do for next fall and winter because that is the earliest we could even begin to talk about Europe," he said.
As for the summer, Lynch said they are talking to a couple of people and hopefully there will be some more scheduled seats into Jamaica this summer.
He said it is not that easy to get new airlines to come onstream in a short time.
"When you go and sit with an airline, they have to put it into their system and do all kinds of things to put a flight in so they can't react very quickly," he said.
The Job Creation Award was presented to Dolphin Cove while the Small Business Award went to Gymkhana.
Chairman of the Jamaica Tourist Board (JTB) John Lynch said a US$2-million budget has been approved for an extensive advertising campaign in the United States come January which is expected to significantly boost visitor arrivals this winter season.
LYNCH... I think we are going to have a very good winter, because the weather is very cold up North
"I think we are going to have a very good winter, because the weather is very cold up North and so with this campaign we are expecting to see significant results," he said.
He added also that the passport regime which required Americans to have passports to re-enter the United States when they travel by air has significantly improved.
Lynch told the Business Observer that the campaign will include spots on television in the prime markets of New York and Chicago, among other media initiatives.
He said the JTB budget for advertising was finally increased after Minister of Tourism Edmund Bartlett lobbied for the increase.
"When we arrived here the JTB didn't have a proper advertising plan put together for the winter, which simply meant they did not have enough money, however, the minister lobbied the prime minister and Cabinet and we got some extra funds," Lynch told the Business Observer.
He added that the campaign is scheduled to begin on January 7, just when travellers are ready to buy.
"The months of January, February and March are critical because it is the highest booking period for travel in the United States, Lynch told the Business Observer shortly after addressing the Private Sector of Jamaica (PSOJ) Job Creation Awards Ceremony at the Terra Nova All-Suite Hotel in Kingston yesterday.
"We now have the advertising in so we are just fine-tuning things with the sales people, as well as calling on agents and working on the public relations aspects so we have everything in place," he said.
In the meantime, Lynch said they are currently negotiating to have new lifts out of Europe by next fall and winter.
He said the airlift situation could not have been adjusted immediately as it takes nine months to a year to put additional flights in.
"We are working to see what we can do for next fall and winter because that is the earliest we could even begin to talk about Europe," he said.
As for the summer, Lynch said they are talking to a couple of people and hopefully there will be some more scheduled seats into Jamaica this summer.
He said it is not that easy to get new airlines to come onstream in a short time.
"When you go and sit with an airline, they have to put it into their system and do all kinds of things to put a flight in so they can't react very quickly," he said.
The Job Creation Award was presented to Dolphin Cove while the Small Business Award went to Gymkhana.