McDonald's, JTB team up on promotional venture THE JAMAICA Tourist Board is giving nearly half a million McDonald's customers in the Detroit area the chance to make a Happy Meal a really happy one during the McDonald's "Destination Jamaica Sweep-stakes", which runs to June 21 this year. Customers can pick up their "Destination Jamaica Sweep-stakes" game cards at participating McDonald's restaurants in the Detroit area for the chance to win a trip to Jamaica, courtesy of the JTB, the Negril Tree House Resort and American Airlines. In total, 160 thirty-second and ten-second television promotional spots will be aired on WDWB-TV. the Warner Brothers Network affiliate in Detroit. The "Destination Jamaica" television spots are branded Jamaica and show footage of the island. Two hundred 30-second radio spots will be aired on WDTJ-FM, the number two urban station in the Detroit market. Additionally, 500,000 full-colour point-of-purchase entry cards and window displays will be showcased at 55 Detroit-area African American Corporate McDonald's restaurants, promoting the "Destination Jamaica Sweepstakes." Director of Tourism, Mrs. Fay Pickersgill said that, "The Jamaica Tourist Board has enjoyed much success in previous promotional efforts with McDonald's." Last year, JTB's marketing promotion was boosted when McDonald's launched its Monopoly 2000 Promotion with a national television advertising campaign that featured Jamaica as their exclusive destination partner. McDonald's spent approximately US$8 million on promotional materials in all its 14,000 restaurants which serve an average 22 million customers daily, throughout the globe. The sweepstakes programme was promoted via a three-week multi-million dollar television advertising campaign running in the US and Canada, featuring the Jamaica prize trip. Jamaica's involvement came through JTB's approach to McDonald's with the concept and strategy. After thorough research through focus groups to determine Jamaica's popularity among its consumers, McDonald's found that Jamaica was strongly voted as "Number One" among all its choices for a preferred destination prize. A number of local hotels including Beaches, FDR &FDR Pebbles, Wyndham Rose Hall, Renaissance Jamaica Grande, Sunset Beach Resort & Spa and Holiday Inn Sunspree, joined JTB in its efforts and provided accommodation packages for families of four. In 1999, McDonald's teamed up with the JTB in selecting Jamaica as the Grand Prize and exclusive destination in McDonald's annual Heritage Bowl promotion.
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