Case Study of Successful Marketing of Jamaica in China
——"Once you go, you know"

Background:
Following the ADS between Jamaica and China taking effect since 15th July 2005 Jamaica Tourist Board commissioned the China Business Network to develop its Chinese web site www.visitjamaica.com.cn with the purpose of raising the awareness of Jamaica among the travel trade as well as would be travelers throughout China.

To satisfy the increasing interests generated by the Chinese web site Jamaica Tourist Board decided to send a delegation led by its deputy Director together with key players of the tourism industry to participate in the World Travel Fair in Shanghai on 30th March – 2nd April and BITTM in Beijing on 3rd April till 5th April 2006. The purpose was to use these two exhibitions as platforms to meet up interested Chinese tour operators and also to promote Jamaica and its main incoming service providers directly to Chinese travelers and outbound travel trade.

Main Challenge:
Not only Jamaica was a newly approved destination but being located in the far away Caribbean of which most Chinese have no idea or little knowledge of. However, Jamaica has rich tourism resources and its tourism authority has the intension of attracting many Chinese visitors.

Objective:
Targeting the outbound travel trade i.e. outbound tour operators and corporate travel organizers as well as millions of would be travelers from China.

Target markets:
Beijing, Shanghai where main outbound tour operators and corporate travel organizers are concentrated, also targeting the top end of the market of actual travelers.(Please click here to know more about integrated marketing activities for promoting Jamaica in China.)

Strategy:
Using the slogan of “Once you go, you know” coupled with visual images and descriptive information during exhibitions and via its Chinese web site of www.visitjamaica.com.cn to stimulate the desire and intension of Chinese travelers as well as to create the right image of Jamaica as an exclusive holiday and incentive destination.

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