New Jamaica Tourism Campaign to be Alright!

Come soon and come frequently, says Dr. Wykeham McNeill.

By William Doyle-Marshall

“Brand Jamaica is so recognizable because of so many things: because of our athletes, because of our music and our artists, because of our food. So many different things. Duns River Falls is an iconic attraction. There are just so many things; Blue Mountain Coffee; ackee and saltfish.” Minister of Tourism and Entertainment Dr. Wykeham McNeill spoke glowingly about his country with members of the community media at a breakfast meeting during his recent visit to Toronto. Philip Rose, Regional Director for Jamaica Tourist Board, hosted the gathering at the Consulate General.

  Dr. McNeill was expressing delight at the Jamaica Tourist Board being selected for the favourite tourist board award from Canadian travel agents for the seventh consecutive time. “It’s amazing when you have a country like Jamaica that can go to a world championship and win; have the fastest man and woman in the world or you can go to the Olympics and take a sprint and win one, two, three. It’s amazing when you can have a singer and that singer sings the song of the century, going up against Elvis Presley and the Beatles, makes your brand very strong and it really helps us in what we do,” the minister recounted.

  It is safe to say these qualities are not being kept a secret because the Canadian tourism market for Jamaica has grown by leaps and bounds over the last eight years and Jamaica has been getting for most of those years double digit growth. Canada has moved into second place as source market. It used to be the third behind the United States of America and the United Kingdom. “Now Canada has switched and it has overtaken the U.K. and given the fact that Canada has weathered this sort of economic storm so well in comparison to the rest of the world, we foresee that it will continue to pace and we are looking forward to it,” Dr. McNeill reported.  

It was the minister’s first official trip to Canada accompanied by Director of Tourism John Lynch and Paul Pennicook, Chairman of Jamaica Vacations Limited (JAMVAC). He told journalists of his determination to return to this very important market. Dr. McNeill wants to deepen the relationship and the bonds between Jamaica and his Jamaican family in Canada. The Jamaica Tourist Board’s promotion “Once you go you know” is now about ten years old so it is changing that campaign with a new tag line that speaks about ‘getting all right’. “Come to Jamaica and Get All right” is the new tag line. The previous inquisitive campaign has worked well enough so the tourist board’s new promotion is designed to move a step forward. Many (visitors) have gone to the island and now know they get a different feel whether it is just sitting in a bar drinking a Red Stripe or eating some jerk or listening to some music. “What makes Jamaica different is about what makes you get all right being,” Dr. McNeill suggested.  Essentially Jamaicans want Canadians to know “Jamaica is the place to get all right.”

The Jamaican Minister of Tourism and Entertainment is not about to rest on his laurels with the continued Canadian arrivals growth on his soil.  He has returned home pleased with extremely positive  response from his partners in the travel industry. “Jamaica is hot. It’s a very optimistic outlook for the winter season. We are looking at having good growth. We are optimistic about the upcoming winter season and we are optimistic about Canada. All things being equal, I think our tourism is looking well.”

                                   Ja. Tourism Leaders: John Lynch, left, director of tourism; 
                                   Seth George Ramocan, Consul General; Dr. McNeill, minister
                                   of tourism; Paul Pennicook, Chairman of Jamaica Vacations
                                   Limited (JAMVAC and rear Philip Rose, regional director JTB.

  While Jamaica’s prospect on the Canadian scene is looking bright, the minister said the tourist board  really would like to continue the work being done not with the travel partners. However, the partners in the Diaspora who play a significant role promoting the destination must be included in the government’s programmes. The minister noted that they do so much “for us as a country, who do so much for us as a tourism ministry and a tourist board: both in spreading the word; getting out there and spreading the word”.  He was conscious of the various areas where nationals in the Diaspora have been effective. Their input range from playing music on the radio right through the demonstration of pride in the Jamaican food that they eat and share with their Canadian friends.  “When somebody is going to Jamaica, one of the first things they are going to do is to talk to their Jamaican friends and ask ‘what do I do when I get to Jamaica?’ So the Diaspora’s important role in that context is certainly appreciated. Dr. McNeill took the opportunity to remind his nationals of the Diaspora that it’s time to take another trip to Jamaica. “You have to come soon and come frequently,” he concluded.