Falconer: Additional funds for tourism advertising not new money

BY ALICIA DUNKLEY-WILLIS Senior staff reporter

Friday, February 14, 2014    

Print this page Email A Friend!

INFORMATION Minister Sandrea Falconer says that the additional US $2.5 million funding approved by Cabinet for overseas advertising for the Jamaica Tourist Board is "not new money".

Speaking at Wednesday's Jamaica House press briefing in Kingston, Senator Falconer said the approval was given for the Tourism Enhancement Fund (TEF) to provide the funds. She told journalists that the money will be spent on an overseas advertising programme for the Winter Tourist Season, which began last December and ends on April 30.

"As the Jamaica Tourist Board moves to achieve higher levels of growth in arrivals over the next few years, the Jamaica Tourist Board has invested in refreshing major elements of its marketing campaign," Falconer said.

She said the initiatives include a new creative concept to replace the "Once you go you know" message that has been running over 10 years and has become "stale and lacking in impact".

"In addition, the technology employed was outdated," Falconer told the briefing.

Other efforts, she said, included the redesigning and upgrading of the JTB's marketing web portal, to improve the look and feel as well as synchronise these with the new creative ideas and increased focus on the use of social media to build consumer relationships.

The information minister further pointed out that tourism arrivals for January are up 4.7 per cent over last year, following on what the Government has said was a successful 2013 that saw Jamaica receiving two million visitors for the first time ever and earning over US$2 billion.





1. We welcome reader comments on the top stories of the day. Some comments may be republished on the website or in the newspaper – email addresses will not be published.

2. Please understand that comments are moderated and it is not always possible to publish all that have been submitted. We will, however, try to publish comments that are representative of all received.

3. We ask that comments are civil and free of libellous or hateful material. Also please stick to the topic under discussion.

4. Please do not write in block capitals since this makes your comment hard to read.

5. Please don't use the comments to advertise. However, our advertising department can be more than accommodating if emailed:

6. If readers wish to report offensive comments, suggest a correction or share a story then please email:

7. Lastly, read our Terms and Conditions and Privacy Policy

comments powered by Disqus


Do you think an increase in JUTC bus fares is justified at this time?

View Results »


Today's Cartoon

Click image to view full size editorial cartoon