Kingston, Jamaica – Local entertainment events are to play a pivotal role in attracting summer vacationers to the island of Jamaica. This as the innovative summer entertainment programme, “90 Days of Summer” announced by the Ministry of Tourism and Entertainment last year, has been rebranded and will be rolled-out across the entire island.
Minister of State in the Ministry of Tourism and Entertainment, Hon. Damion Crawford says the strategically packaged local entertainment events have been rebranded as “Jamrock Summer ‘90 Days, 90 Ways’” to give it a distinctly Jamaican identity.
Making his Sectoral Presentation in Parliament Tuesday (June 10), Minister Crawford said the launch of the initiative has been set for July 16 in Montego Bay and will entail an intensive promotional programme, using a variety of media aimed at multiple markets to attract tourists to Jamaica.
The concentration weeks and the full Jamrock Summer package will be unveiled at the launch.
“Coming out of the Jamaican press launch, we will be capturing pictures and videos to create a robust electronic press kit with a sizzle reel. It is important to note that this launch was deliberately timed to coincide with the launch of Sumfest which happens the next day, to capitalize on international press engagement,” he said.
With social media and the internet being integral to the marketing of this programme, promotions will be managed by a local company.
According to Minister Crawford, “the Jamrock Summer Committee is embarking on the largest on-the-ground promotional campaign ever executed in the history of the nation.” The promotion will target specific hotspots that have direct airlift to Jamaica or a known reggae/dancehall/ska following with easy connections to Jamaica.”
The programme will incorporate a college tour component targeting the 14 million undergraduate population of which one million travel for Spring Break. There will also be a college marketing effort involving the heavy use of social media that will reward students for sharing with their network and a Jamaican cultural experience focused around popular music.