THE EDITOR, Sir:I READ in a recent Gleaner report where the Jamaica Tourist Board is about to embark on yet again another of its 'innovative marketing blitzes', this time advertising Jamaica at the movies! I wonder if the JTB really understands market segmentation and marketing in general and who they really need to be targeting! Has anyone considered the demographics of the movie audience they will typically be reaching in North America? I don't think I'm far off in surmising that they will be spending their scarce advertising dollars to reach an audience of young people in their teens and early 20s who by and large have limited purchasing power!
In addition, today's technology with DVDs, videos, Internet, has allowed avid movie fans an alternative to going out to the big screen cinema!
Certainly if this movie promotional approach was such a great idea, other islands would've been ahead of the game. While the JTB is gearing up to launch its first ever cinematic experience, other islands are being far more practical and innovative with their advertising and promotion.
Barbados, for instance, just recently wrapped up its annual 'Barbados by the Water' event at a popular location by Toronto's Harbour. Every year this weekend exposition showcases Barbados. Other islands promote their tourism product outdoors, using modern technology such as large outdoor video screens which have become popular at major points and intersections in major north American cities.
Cuba had a popular blitz using multiple beautiful billboards at a well travelled underground Toronto subway station!
It's a shame that an island like ours with so much variety and so much to offer, yet so world renowned, is void of innovative ideas to market itself properly and tap into the various elements of its beautiful yet diverse product, from cuisine to culture! I sometimes wonder who is advising the JTB!
I am, etc.,
P.CHIN
chin_p@yahoo.com
Canada
Via Go-Jamaica
