Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?As part of the Jamaica Tourist Board’s goal of making greater use of technology in the new architecture of tourism marketing in Jamaica, the Join Me In Jamaica campaign was aimed to populate the social space, thereby enabling connectivity to every corner of the world. With that in mind, the Join me In Jamaica campaign’s geographic markets included the US, Canada, Latin America and Europe. Further, the objective of the campaign was to attract and engage potential visitors and to further grow the social media following on Facebook, Instagram, Twitter and YouTube.

Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.The target audience for the campaign was: - Parents with children of all ages - Adults married or single, between 25 and 55 - Millennials Target interests included: beach, music, foodies, adventure, wedding, entertainment, travel, and vacation.

Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe how you planned and produced the creative asseets with the mobile canvas in mind.Researching the engagement levels of JTB's followers on social media channels, the video subjects were chosen that speak to the target audiences and their passions for travel such as cuisine, music, authentic experiences. A video was posted once a week during the campaign selecting Thursdays due to the higher engagement levels on social. Each video was boosted and social ads were used to drive more views. Ad budgets were evenly split in all geographic markets, and optimizations were made as results came in to support the best performing platform in each market. In order to create further awareness, an ad campaign was created on TripAdvisor in May & June 2018 to feature the videos. All videos and banner ads were included on their sites in the US, UK and Canada. To further promote the series, the JTB launched a one-month long promotion where travelers can enter to win a specially-curated Join Me In Jamaica vacation. A microsite was created to host the promotion.

Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?Jamaica is more than sun, sand and sea, offering authentic experiences that consumers are seeking. It is a diverse destination with attractions for every traveller. Visitors to Jamaica can immerse in the local culture, and discover a feeling of self-fulfillment through micro-moments.

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.Join Me In Jamaica Video Metrics: • Total Reach: 1,957,264 • Video Views: 823,553 • Engagements: 976,147 • Top videos posted in May were Chef Maginley with 138,000 engagements and Tessanne Chin with 132,800 Sweepstakes results: • Total official entries: 47,769 ? Entries elected to receive future communications from the JTB: 31,515 (65%) ? Total impressions: 4.2 million TripAdvisor results: • 4,270,000 impressions were contracted and delivered 5,037,233 • CTR on banners was .40%. 4x above the TripAdvisor Benchmark.

Project Analysis:
Please provide a brief background on the project and your efforts to preserve the destination’s natural, cultural and historic heritage.

Objectives and Goals:
What did organization set out to achieve in undertaking this project?

Creativity and Innovation:
What new and innovative ideas did you incorporate in either your method of outreach or in the implementation of the project that you think could inspire others committed to sustainability in the tourism and travel industry?

Communication:
How did you communicate your actions to the public, the media and other key stakeholders and what was the aim of the message?
How did you generate publicity in order to build awareness of, or support corporate values on your sustainability initiatives.

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve?

Leadership:
Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting preservation and sustainability best practices in the travel and tourism industry?

URL #1:http://www.joinmeinjamaica.com

URL #2:https://finnpartners.box.com/s/0qv2dr3e36t7mtafpcfwhr1w4ant3297

URL #3:https://finnpartners.box.com/s/yohii8y53y17dvf1s38hu80kuxepotrg

DivisionIntegrated Marketing Campaign

Sub-categoryIntegrated Marketing Campaign

CategoryIntegrated Marketing Campaign

Entry TitleJoin Me in Jamaica

Innovation Analysis: Please provide a brief background on the project and why you feel it fits the definition of innovation, what the breakout implications are and how it was an industry disruptor.

Sources of Innovation: Did the innovative project result from chance, from research, from inspiration from outside the industry, or from some other source?

Goals and Objectives: What were the goals of the innovative project, and were they met? Were they tied to a business plan? A larger campaign? Or to get specific result (such as views, shares, influencer engagement, or bookings)? And what obstacles did you encounter in the execution of the project and how did you overcome them?

Classification

Situational AnalysisWith digital marketing on the rise and brands increasingly relying on social media to enhance their image and boost their bottom line, the Jamaica Tourist Board (JTB), in partnership with their PR agency Finn Partners, created a series of 90-second videos featuring local influencers from Jamaica sharing unique stories about the love for their profession and their homeland, and what makes it a great place to visit. The Join Me in Jamaica campaign was created with today’s savvy traveler in mind as purchasing decisions are often made after a series of online searches. Additionally, tourists seek to immerse in the local culture, connect with locals and discover a feeling of self-fulfillment through micro-moments they experience in a new destination.

Research, planning, and implementation:
What market research was conducted prior to planning the piece/campaign?
Describe how you planned and produced the creative assets with the mobile canvas in mind.

Message:
What is the key messages intended for the piece/ campaign?
What differentiates your piece/campaign in the marketplace?
What helped you breakthrough on mobile?

Results:
What original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign?
Entrants should provide quantifiable metrics tied to real business results (eg brand lift, leads, or bookings generated).

Results:
How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR. Understandably, maintenance is another major part of CSR. If you have continued to actively and consistently work on your CSR process; please add those actions to your results description.

Leadership:
To keep your CSR efforts thriving, you need momentum and passion, which has to come from the top. Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?