Biss Lancaster has been handed the less-than-onerous task of
promoting Jamaica to the UK public.
The agency has been retained by the Jamaica Tourist Board after a
'comprehensive tender process', which involved five UK-based agencies
travelling to Jamaica to pitch. Fees are in the six-figure region.
Previously, the account was held by Barclay Stratton, which worked on
the account for ten years, and was involved in the repitch.
Biss Lancaster chairman Graham Lancaster will head the account,
reporting to David Barber, the London-based deputy director of tourism
for the Jamaica Tourist Board. The team will travel to Jamaica at the
end of the month to discuss the work further.
The brief is to raise awareness of Jamaica, particularly 'the other
This means focusing on its history and culture, as well as promoting the
usual images of beaches and resorts. The agency will target trade and
consumers and will also handle, should the need ever arise, crisis
With the UK market responsible for ten per cent of all visitors to
Jamaica last year, 'strong PR support in London is key to ensuring an
increasing flow of visitors to the island,' according to Barber.
The win adds to Biss Lancaster's list of travel clients, which includes
the Spanish National Tourist Office, the Federation of Tour Operators
and Rank Holidays, a UK holiday operator.
Biss Lancaster has also been hired by video-on-demand company Videonet,
which is currently rolling out its HomeChoice service. The technology
allows viewers to order programmes they want to see, and then watch them
in their own time.