Jamaica: Along the customer journey to success
Towards more media cooperation, reach and flight capacity
After the number of arrivals stagnated for many years, neusta Grafenstein was appointed to represent the Jamaica Tourist Board in Germany, Austria, Switzerland, and Poland.
With our holistic approach to destination marketing, we identified the most important Sinus-Milieus®, translated them into personal descriptions, and adjusted the communication and cooperation with tour operators and media to the respective customer journeys. As a result of this focus, many more relevant touchpoints could be addressed than in the past. Here are a few examples:
- Viral Facebook campaign on the occasion of "Jamaica" Coalition negotiations after the 2017 federal elections.
- Investment 1.000€ generated media value 3.800.000€
- Cooperation with the Jamaican food brand Grace
- Food with POS advertising in supermarkets.
Numerous television productions on or about Jamaica, such as
- ARD "Fly with me"
- taff SAT1/pro7 "Taynara goes Jamaica"
- RTL "The Bachelor"
- ntv news "This is my Jamaica" with the actress Wolke Hegenbart
Another important success factor was the establishment of a second airline flying from Germany to Jamaica. Eurowings' new connection from Cologne to Montego Bay from July 2017 has doubled seat capacity and also made the airline more competitive in terms of fares. In 2018 there were direct flights from Munich, Frankfurt, Cologne, and Düsseldorf to Montego Bay in Jamaica.
In the two years under our responsibility, we succeeded in significantly increasing the number of arrivals. The number of guests from Germany rose by 44% to 30,000 in 2017 and by a further 39% to over 34,000 in 2018 (Poland +106%, Austria +19%, Switzerland +17%). In 2017 Jamaica was the leading destination in terms of the increase in the number of German tourists traveling to the Caribbean.