Jamaica Tourist Board seeks Hispanic Media Coverage
Jamaica had never targeted the Hispanic media in the United States. While they had great media coverage in English-language trade and news publications, they lacked the Latino publications interests. With the growing Hispanic market buying power, this was not something the Jamaica Tourist Board could afford to neglect.
Competition from Spanish-speaking islands in the Caribbean such as Puerto Rico and the Dominican Republic also contributed to Jamaica’s being ignored by Spanish-language media.
ECA planned and executed a media trip with Hispanic journalists to Jamaica for on-island activities in Kingston and Ocho Rios, such as swimming with the dolphins, a visit to reggae legend Bob Marley’s home, canopy tours and white-water rafting.
The firm secured six segments about Jamaica for Telemundo’s Cada Dia morning show, all of which aired during the February and May 2007 television sweeps.
Telemundo was so pleased with Jamaica during their first trip, they wanted to plan another press trip to the island other towns such as Montego Bay and Negril.
Telemundo also contributed to the media coverage by adding an online article about Jamaica on Yahoo!