Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Our goal was for Kingston, the capital city of Jamaica, to gain national recognition for their growth throughout the city by way of arts & culture, food, hotel accommodations and more, ultimately putting the city back on the map as a revamped and reimagined tourism destination. Most people know Jamaica for the pristine beaches and crystal blue waters in the popular areas like Montego Bay, but travelers often overlook the Kingston area as they believe it to be just a regular capital city with no tourism basis.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
In August 2023, we set out to secure top national journalists to experience Kingston, Jamaica on an immersive arts & culture visit. Jamaica’s urban center is undergoing a cultural renaissance, with Kingston set to become the next big tourist destination on the island. This trip invited Matt to go beyond the beach and discover the island’s unique art scene, gastronomic experiences, and cultural attractions. The itinerary included a vibrant street art walking tour, visits to historic museums and heritage properties, and a chance to enjoy live music. We achieved that goal by securing travel journalist, Matt Meltzer to join this trip. In November 2023, Meltzer arrived in Kingston and gained a whole new appreciation for the capital city after the opportunity to delve into the culture of the city, meet and interview the people who drive the culture, and get exposure to a wide variety of unknown activities. After his visit, we were able to organize an interview with Donovan White, Director of Tourism, Jamaica Tourist Board to dive even deeper into the development of Kingston. Published online in National Geographic in March 2024, the publication’s readers learned about the arts renaissance with Kingston Creative, the newest hotel addition, ROK Hotel, the changing food culture with Jamaica Food & Drink Festival and top chefs/restaurants in the city.
With the goal of promoting the Jamaica Tourist Boards focus on the growth of Kingston, the article was a milestone achievement, reaching more than 8 million readers and culminating in an advertising value equivalency of $4,695.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
After a minimal investment of $700.00 in flights, Jamaica Tourist Board saw a return of over $4,095.00 on their investment.
Entry Title
Kingston is making a comeback as culture capital of Jamaica
Division
Public Relations/Communications - Feature Placement Online or Print - Consumer Magazine or Newspaper
Category
Public Relations/Communications