By Matthew Falloon, Staff Reporter
THE JAMAICA Tourist Board (JTB) pulled its advertising from television networks in the United States last week immediately following news reports that a 17-year-old Jamaican citizen was a suspect in the sniper shootings that rocked the Washington area.
The revelation comes in the wake of fears expressed by the local tourism industry that the involvement of a Jamaican in the incidents would have a negative impact on the image of the country.
JTB general manager for Public Relations and Promotions Karen Findlay, confirmed that the commercials had been pulled immediately after news broke and will remain off the air while the media frenzy surrounding the case continues.
"We have an image problem that we are
constantly seeking to fight," she told The Gleaner yesterday, noting that the Board's marketing experts had guided the decision to lay low while attention was high. "Certainly the day the news broke, the ads were pulled."
She explained that placing commercials advertising Jamaica as a tourist destination would not sit well on the networks alongside the "intense focus" being placed on the nationality of 17-year-old Lee Malvo. It is felt that such attention potentially creates a bad image for Jamaica. "It is a reaction to an extraordinary situation," she said. She did not foresee any major drop in bookings following the halt in advertising.
President of the Jamaica Hotel and Tourist Association Josef Forstmayr said it made sense to suspend the ads. However, he foresaw the swift reintroduction of the advertising campaign as soon as the media hype had lessened.
"I think this a temporary situation," he said. "It is sensible in the very short term but I would imagine they would immediately resume the moment the focus is off Jamaica."
Mr. Fortsmayr had expressed concerns last week that the Jamaican connection in the sniper shootings would damage an already suffering image, concerns that have proven unfounded. "We were worried from the beginning," he said, "but it hasn't really affected us in a negative fashion."
Attempts to contact the new Minister of Tourism, Aloun Assamba, and Director of Tourism at the JTB, Fay Pickersgill, were unsuccessful yesterday.
