Jamaica’s Radio Remote Programme contributes to increase in tourism arrivals
EACH YEAR, the Jamaica Tourist Board organizes and facilitates multiple radio remote programmes that have contributed significantly to increased tourism arrival figures.
Since 2016, Jamaica has partnered with over 10 participating hotels to host radio stations from over 45 key target markets throughout the US reaching over 45 million consumers – delivering a value of over USD$10 million.
“Jamaica’s radio remote programme has been extremely successful over the years,” said Donovan White, Jamaica’s Director of Tourism.
“Not only do they connect our island to consumers throughout the US, but they also drive airlift from new gateways, support new airline partners and help to sell air seats and hotel rooms. We look forward to continuing the programme and encouraging more of our industry partners to participate and reap the benefits.”
Radio remotes are live broadcasts from a location away from a formal studio, which allows the radio hosts to take part in and promote a variety of experiences in Jamaica. These ‘on the road’ shows provide opportunities for representatives from local attractions and accommodation partners as well as the Jamaica Tourist Board hosts to participate in live, on-air discussions, highlighting the destination offerings to a captive audience.
The remote studio is typically set up at a partnering hotel property and the hotel also provides representatives for interviews to promote its offerings and special packages. Some broadcasts also include a come-along component where radio station listeners can win trips or purchase packages to travel with their favourite radio station personalities. Radio stations promote Jamaica via on-air, digital and social media messaging, images and video before, during and following the remote thus providing several weeks of coverage for in each of the selected markets.
Participating hotel partners have included: Beaches Negril, Gran Bahia Principe, Hilton Rose Hall, Holiday Inn Resort, Hyatt Ziva, Iberostar Rose Hall Beach, Iberostar Rose Hall Suites, Jewel Runaway Bay, Moon Palace Jamaica, Sandals Negril, and Sandals Ochi.
Radio stations have been hosted from the following major target markets: Atlanta, Baltimore, Boston, Charlotte, Chicago, Cincinnati, Cleveland, Dallas, Denver, Detroit, Houston, Jacksonville, Kansas City, Las Vegas, Miami, Milwaukee, Minneapolis, Nashville, New York, Orlando, Philadelphia, Phoenix, Pittsburgh, Portland, Providence, Richmond, Rochest er, Springfield, Tampa, Topeka, West Palm Beach, Wilmington, and Worcester.