Negril — Even though the Miami branch of the public relations firm originally selected to help market this resort town has closed its doors, tourism players are confident that their effort to drum up business will not suffer any great setback.

This confidence stems from their acquisition of a new public relations and marketing agency.

“Citigate Dewe Rogerson did a good job in the first weeks gathering and creating new press materials for our efforts. Although we are disappointed by the news of their closing, we have a strong comfort level with Cheryl Andrews Marketing to continue the public relations efforts,” said president of the Negril Chamber of Commerce, Cliff Reynolds.

Chairman of Negril’s Marketing Committee and general manager of Sandals Negril, Baldwin Powell, was even more optimistic. In fact, he described the new development as a “blessing in disguise” as the new firm brings the added skill of marketing to the table. He remarked that this firm had the added edge of having done promotional work for Negril in the past.

“In the mid-1990s, the Cheryl Andrews’ team did an excellent job of promoting the destination. They bring together all aspects of marketing, including travel agent focused collateral materials and the full range of public relations services,” said Powell.

Cheryl Andrews was equally effervescent about her company’s new role.

“We are pleased to work with Negril once again in promoting the destination to the diverse US market. As Caribbean travel and hospitality-marketing experts we are thrilled to be given the opportunity to develop and implement Negril’s new public relations campaign,” she said. “We are also delighted to have added (to our team) Michelle Palomino, herself a Jamaican, who was the account manager for Negril at Citigate. Michelle brings a wealth of knowledge and experience to this account.”

Cheryl Andrews Marketing has extensive experience with clients in the travel and hospitality industries with particular emphasis on the Caribbean region. Since 1984 the agency has managed international public relations for resorts and destinations including Trinidad and Tobago, the island of Nevis, Cancun Convention and Visitors Bureau and the Key West Hotel and Motel Association.

The agency has already started working on Negril’s marketing campaign and a press trip that got underway on August 29 will end on the 1st of September. There are also plans afoot to invite a host of top-notch journalists here, with the aim of having them highlight this resort town in their various newspapers and magazines.

And in stressing the importance of marketing and proper positioning in the marketplace Powell pointed out that this year, 1.2 billion people would travel to various destinations around the world, spending close to $600 billion. Less than three per cent of this, he said, will come the Caribbean.

Against this background, Powell said, the Marketing Committee is resolute in making serious inroads in the tourism market because Negril has a diverse product to offer. According to him, Negril’s tourism interests are very supportive of the initiative.