PR PLAY OF THE WEEK: Jamaica gets healthy with flu-shot offer

It's been decades since Jamaica's tourism industry exploited the popularity of Bob Marley's One Love with a campaign urging Americans to "come to Jamaica and feel all right."

It's been decades since Jamaica's tourism industry exploited the popularity of Bob Marley's One Love with a campaign urging Americans to "come to Jamaica and feel all right."

But the spirits of exploitation and wellness were deftly revived last week with a timely offering from the Grand Lido Negril resort. Playing off American tendencies to panic when minor healthcare concerns are super-sized into national crises and/or temperatures start to dive, the island resort announced a new "Wellness Package" available to tourists from the US. Included in your stay? Yoga classes, personal training, and a flu shot. Yes, this west Negril paradise, "gently tucked into the glass-calm waters of a protected cove," where the "crystal Caribbean gently kisses the broad white sand" and visitors lounge naked as coconuts on "a secluded beach for those who prefer sunbathing au naturel" (according to travel site gonude.com), now doubles as a vaccination clinic. What could be healthier than that? Never mind that flu shots are, medically speaking, a tiny step above haircuts. And never mind those critics who want to spoil your fun by publicly wondering just what this offer might do to the poverty-stricken island's own limited flu-vaccine supply. Because in the end, even if Americans don't take advantage of the offer, the reams of clips generated will surely do wonders for the resort. Whether the vaccine will boost your immune system enough to counter the effects of laying naked on a public beach remains to be seen. Ratings: 1. Clueless 2. Ill-advised 3. On the right track 4. Savvy 5. Ingenious

  • Douglas Quenqua writes PR Play of the Week. He is PRWeek's news editor.

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