STAMFORD, CT: Jamaica is entering crisis mode after 25 people were
killed during violent clashes in Kingston last month. Peter Martin &
Associates (PM&A), a PR firm that has worked with the island since 1989,
is launching a counteroffensive with the Jamaican Tourist Board.
The PR campaign will go hand-in-hand with a $5 million
advertising campaign called "Operation Grow."
Tourism is the most important industry for the Caribbean country. Last
year, 2.1 million visitors came to the island of sun and spent nearly
PM&A has signed up prominent Jamaicans such as Harry Belafonte and
recording artist Shaggy to talk about Jamaica and its importance on
their lives and on world culture. Termed "Jamaican Originals," the
figures will be interviewed on radio and TV programs.
Porsche Simpson Miller, Jamaica's director of tourism, will hold a press
conference during the second week of August with such news outlets as
The New York Times, The Miami Herald, the UK's The Times, and The Wall
Four TV segments on Jamaica will air during morning shows in major US
cities. Each will center on a different facet of island life. The
segments will air during August and September.
The campaign is also targeting the tourist trade. On July 20, the
president of the Jamaica Hotel and Tourist Association held interviews
with trade publications including Travel Weekly, Travel Agent, and
Travel Management Daily.
"It's vitally important to show children enjoying themselves in safety
and tranquility," said PM&A founder Peter Martin. "Just as visitors
wouldn't go into certain parts of LA or Chicago, it's the same with