THE EDITOR, Sir:
I WOULD like to share my opinion with the Jamaican consumers regarding two of Cable & Wireless Jamaica present advertisements appearing in the press.
The first advertising campaign states that 'the owner fi di yard come back'. I have never seen such negative marketing strategy which only creates a negative impression of the company's image. 'The owner fi di yard come back' campaign communicates the following:-
(1) The owner does not like competition. They prefer to have a monopoly in the yard and disenfranchise the Jamaican consumers from enjoying value for their money and service satisfaction.
(2) The owner seems to have been either sleeping on the job or have been an absentee owner or simply lacks leadership and visionary direction and caught off guard by external competition threats that took over the yard.
The second advertisement regarding the free weekend call campaign appearing in the press on Friday August 22, 2003 which shows an athletic girl with her crotches wide open seem so distasteful and vulgar. Is this how Cable & Wireless is trying to attract and arouse the interest of the Jamaican consumers.
This is not only insulting but belittles the set minds of the Jamaican consumers, that our interest can only be gained through sexual connotations.
I would like to strongly suggest to Cable & Wireless that the Jamaican consumers has a mind to make a choice as to who can satisfy their needs. Campaigning factual information and by which service provider is offering value for money and satisfaction. Our choice will not be based on athletic girls with their crotches open.
I am, etc.,
BILLY HYLTON
P.O. Box 2501
Kingston 8
