THE ISLAND'S tourism sector is to benefit from nearly $1 billion worth of free advertising courtesy of one of America's most popular cable television networks.
Starting in April, Music Television popularly called MTV will be airing a number of programmes featuring 'Spring Break' activities in Jamaica and reaching approximately 340 million viewers worldwide. The blitz is expected to last for a little over a month and should give the island's tourism sector "a phenomenal boost." It would have cost local tourism officials an estimated US$16 million to fund such a venture.
UNIQUE DESTINATION
"Jamaica is a unique destination and it was a pleasure being there for Spring Break," said Shadow Holden, a production manager at MTV. "We have filmed a number of programmes in Negril which we plan to air on a rotation basis for over a month. The activities, particularly at Margaritaville, were simply amazing and should be a real treat for our viewers."
Mr. Holden also had high praises for the Jamaica Tourist Board (JTB) and its director, Paul Pennicooke, noting that "the JTB has been very good to us." He emphasised that a majority of the network's viewers were mostly young adults, stressing that "these youngsters are potential visitors to the island."
Brian Jardim, owner of Margritaville and whose establishment stands to benefit significantly from the gesture, was predictably ecstatic. "This is very good news for Jamaica...very good news," he stressed. "We have been having a very good tourism season so far and this can only make things better. MTV has a great following worldwide and is one of America's most popular networks... it was truly great having them here."
And on the subject of 'Spring Break', Mr. Jardim said "this year may have surpassed previous years in terms of numbers... we really had some exceptional days here at Margaritaville."
Kumar Samtani, president of the Duty Free Merchants Association, noted that Jamaica continues to be the destination of choice for many Spring Breakers, noting that the numbers should even be better next year.
"We have an excellent tourism product... that's a fact," Mr. Samtani said. "I just returned from a Caribbean cruise and believe me when I say that we have a superior product here in this region. If we were ever to behave ourselves fully and improve our image, we would be simply unstoppable."
