Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
2022 was the year of Jamaica’s Diamond Jubilee, the island’s celebration of 60 years of Independence from England on August 6, 1962. Our goal was to garner publicity for the occasion to a wide audience by securing an article in a top consumer publication that was not a traditional travel outlet. Our strategy to create awareness for the milestone anniversary was to leverage the island’s musical legacy to showcase the influence Jamaica has had on the culture of the world over the past 60 years that would highlight the anniversary which consumer media would not normally cover solely on its own merit. As the island was the birthplace of reggae music, which continues to influence top music artists today, we focused on Reggae Sumfest, an annual event featuring the top reggae artists from the island and internationally. To accomplish our goal, we planned to work with a national music publication to highlight the history and legacy of Jamaican music by securing a top freelancer writing for a top music magazine to attend the event and produce a feature article on Jamaica and its storied reggae music.
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)
To reach our goal of promoting Jamaica’s 60th anniversary of independence, we invited freelance journalist Pat Meschino, a regular contributor to Rolling Stone, a national music and entertainment publication, to Reggae Sumfest. This led to a feature placement telling the story of Jamaica’s 60th Anniversary of Independence through 60 years of reggae music, each year featuring a different reggae song from a Jamaican artist that had an impact on music and culture globally. Rolling Stone is a national entertainment media brand with their digital site reaching 18+ million Americans in the music/entertainment consumer demographic.
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?
The cost to host Pat Meschino was estimated at around $5,000.00, and the advertising value of the piece can be estimated at $104,798.41, creating a $99,798.00 return on investment.
Entry Title
60 Years of Jamaican Music in 60 Songs
Division
Public Relations/Communications - Feature Placement Online or Print Consumer Media
Category
Public Relations/Communications