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VIDEO: LIME rolls out huge Olympics promotion

BY CONRAD HAMILTON Observer senior reporter hamiltonc@jamaicaobserver.com

Tuesday, July 03, 2012    

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TELECOMMUNICATIONS service provider LIME yesterday unveiled a major promotional campaign in which its customers will be able to benefit from additional phone credit based on the performance of LIME-sponsored athletes in the upcoming London Olympics.

The announcement came even as Jamaicans at schools and workplaces across the globe continued their analysis of the jaw-dropping performances of the country's athletes at the National Senior Trials between last Thursday and Sunday at the National Stadium in Kingston.

LIME's head of marketing and communications, Grace Silvera, along with Tara Playfair-Scott, the company's head of promotions and events, made the announcement at the weekly Jamaica Observer Monday Exchange as they provided insight into LIME's relationship with the Jamaican Olympic team, and its involvement in other activities being staged to commemorate Jamaica's 50th year of Independence.

According to Silvera and Playfair-Scott, LIME consumers will receive additional credit whenever Asafa Powell, Yohan Blake and Grenadian 400-metre runner Kirani James are successful in both the preliminary rounds and the finals of their respective events in the London Olympics.

The images of the three athletes have been placed on what the company has described as limited edition phone cards. Powell's image appears on the $100 card, while Blake's photo is displayed on the $200 card, and James' on the $400 phone card. "Every time a consumer tops up and they (athletes) qualify or win, then they (consumers) get double their credit," Silvera told the Monday Exchange, which also had as guests, Maurice Wilson of the national athletics coaching team, and Olympic gold and silver medallist Donald Quarrie, now technical director of the Jamaican track and field team.

"What we wanted to do was to motivate our athletes and our consumers at the same time. Persons who topped up with the specific cards will receive a bonus of 'on net' dollars this week, because of how well our athletes did in the semi-finals and in the finals of the trials," Playfair-Scott explained.

"Let's say Asafa wins his heat in London, the consumer who has topped up with an Asafa card is going to get additional credit. For the heats, they will get $50 that they can use to call other LIME customers; that's just for the heats and that's in celebration of our 50th. Now, when Asafa wins (the final) the consumer gets double the amount on the card; if he comes second, they will get $100," Playfair-Scott said.

Silvera added that the bonus credit from each card purchase will accumulate. "It actually works like a piggy bank. Every time they top up the funds are there in the bank for when they (the athletes) actually run. So whether people start topping up from now until the event or after the event, they will have those funds available to them," she explained.

The LIME executives also pointed out that through the company's sponsorship of the Observer's Olympic coverage Jamaicans will get the superior stories for which the newspaper has become known.

They also spoke of the close working relationship with the Jamaica 50 planning committee, and disclosed that they will be teaming up with the Jamaica 50 Secretariat to provide opportunities for Jamaicans, both at home and in the diaspora, to view the Olympics, or to view specific Jamaica 50 commemorative events as they unfold in Jamaica.

"It is difficult for us to extricate Jamaica 50 from the Olympics, and we recognise that Kingston is not Jamaica and that a number of activities are going to be taking place outside Jamaica. So we are also partnering with the Jamaica 50 Secretariat to ensure that there are about 14 large urban centres across the island where they are going to be telecasting the Olympics to those communities, and LIME is providing that technology. LIME will also be providing the technology in the National Stadium on August 6 to provide information on whatever is happening in London," said Silvera.

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