Jamaica Tourist Board USA Marketing PlanWinter 2008/2009

Overview

The key strategy to be implemented in the upcoming fall/spring calendar (2008/2009) to motivate increased interest in the destination will be to create a more effective and efficient methodology designed to generate and motivate consumer interest in the destination. The strategy will apply more aggressive sales campaigns, ramped-up public relations activities and a more targeted advertising approach that will reach consumers with the ability and motivation to travel.

With this in mind, the attached documents will detail sales, promotional and advertising activities for the upcoming six-month period ending March 31, 2009. The documents include innovative new approaches that will sustain and generate attention particularly as it relates to direct interaction with consumers. For example, we see a campaign directed to the popular Costco outlets’ consumers (a total of 51 stores) across the United States which began on September 19 and will end on October 18, 2008. At these in-store outlets, a Jamaica Tourist Board representative will staff a booth alongside an in-house Costco travel agent to present the public with the many existing and new attractions and facilities that the destination offers. (The series began in Yorba Linda, California and will end in St. Louis Park, Minnesota.)

Overview cont’d.

We recognize the many challenges in today’s marketplace not the least of which is the reality of the present-day economic conditions and the reality of weathering the present conditions given the environment of hysterical media houses anxious to predict a gloom and doom scenario which triggers and sustains panic conditions. (Examples, “Travel Weekly’s “ prediction that, “Hotel occupancy and revenue expected to fall in ‘09”, as well as many of “The Wall Street Journal’ articles predicting layoffs in the travel industry as well as private enterprises - see article on “Hewlett-Packard to Lay Off 24,600” , and an article predicting “Airlines Plan Big Job Cuts After Holiday”. Nonetheless, we believe that Jamaica is in the best position possible to maintain interest among the travelling public given the favorable positioning in the United States which includes geographical location, its well-known developed and attractive hospitality industry, and high profile standing in the marketplace. Competitive destinations have also stepped-up their activities as well as supplementing their budgets to meet the challenges – Hawaii has recently added a $12 million advertising supplement to their present budget as was recently reported in “Travel Weekly”.

Overview cont’d.

One of the more positive indications for Jamaica is the announcement that American Airlines, beginning December 18, 2008, will increase its frequency from Dallas/Fort Worth International Airport (DFW) to MBJ, offering daily flights on a Boeing 738 aircraft. In addition, American Airlines will inaugurate non-stop seasonal air service from Chicago’s O’Hare Airport to Montego Bay beginning January 31, 2009. The flight will depart at 8.30 a.m. CST and will arrive MBJ at 1.25 p.m. EST. The service will operate daily, except Tuesday and Wednesday using a B-757 aircraft (188 seats including 20-first class seats).

As requested, attached is our Activity Plan for Fall 2008/Spring 2009 as follows: Sales Activities Fall 2008/Spring 2009 Promotional Programs Fall 2008/Spring 2009 Winter Co-op Advertising 2008/09

Fall Product Launch SeriesNortheast

Date City/State Est. Attendance

November 10, 2008 Boston, MA (Seminar) 90 agents

November 11, 2008 Long Island, NY “ 110 agents

November 12, 2008 N. New Jersey “ 100 agents

November 13, 2008 Baltimore, MD “ 120 agents

November 14, 2008 Philadelphia, PA “ 100 agents

Fall Product Launch Series

South

Date City/State Est. Attendance

October 6, 2008 Charlotte, NC (Seminar) 50 agents

October 7, 2008 Greenville, NC “ 50 agents

October 8, 2008 Atlanta, GA “ 60 agents

October 13, 2008 Naples, FL “ 40 agents

October 14, 2008 Sarasota, FL “ 30 agents

October 15, 2008 Tampa, FL “ 70 agents

October 16, 2008 Orlando, FL “ 75 agents

October 28, 2008 New Orleans, LA “ 60 agents

October 29, 2008 Baton Rouge, LA “ 50 agents

Fall Product Launch Series

Midwest

Date City/State Est. Attendance

October 6 - 10, 2008 Missouri (Sales Calls Blitz) 270 agencies

October 9, 2008 St. Louis, MO (Seminar) 100 agents

October 13 - 17, 2008 Pittsburgh, PA (Sales Calls Blitz)

270 agencies

October 16, 2008 Pittsburgh, PA (Seminar) 90 agents

October 20, 2008 Wausau, WI “ 25 agents

October 20 - 24, 2008 Wisconsin (Sales Calls Blitz) 270 agencies

October 23, 2008 Milwaukee, WI (Seminar) 70 agents

October 29, 2008 Toledo, OH “ 38 agents

October 30, 2008 Saginaw, MI “ 20 agents

Fall Product Launch Series

Midwest cont’d.

Date City/State Est. Attendance

November 17, 2008 St. Cloud, MN (Seminar) 20 agents

November 18, 2008 Indianapolis, IN “ 40 agents

November 19, 2008 Appleton, WI “ 30 agents

November 20, 2008 Kenosha, WI “ 30 agents

January 28, 2009 Oak Lawn, IL “ 50 agents

January 29, 2009 Northbrook, IL “ 60 agents

March 24, 2009 Ft. Wayne, IN 60 agents

Familiarization Tours

Date Gateway (S) # Agents Targeted

October 2 – 6, 2008 Philadelphia/New York 5 (actual)

October 3-8, 2008 Los Angeles 15

October 9-13, 2008 Philadelphia 15

October 22-26, 2008 Los Angeles 10

October 23-27, 2008 New York/Baltimore 20

October 30 – Nov. 3, 2008 Philadelphia/Baltimore/New York 30

November 6-10, 2008 Philadelphia/Baltimore/New York 40

November 13-16, 2008 Chicago 15

November 13-17, 2008 Various (Meet-Us-In-Montego Bay) 20

December 4-7, 2008 Chicago 15

December 11-15, 2008 Various (Meet-Us-In-Montego Bay) 15

Regional ActivitiesNorthest

Date City/State Event Est. Attend.

October 4-12, 2008 12 cities Costco Road Shows 40,000 cons.

October 7-9, 2008 3 cities GoGo Trade Shows 260 agents

October 14-23, 2008

6 cities Travel Impressions Shows 520 agents

October 15-20, 2008

3 cities JTB/GoGo Training 40 agents.

November 5, 2008 Andover, MA New England Bridal Show 200 cons.

November 8, 2008 Baltimore, MD CTO Mini Trade Show 100 agents

February 20, 2009 Boston, MA Boston Globe Tvl. Show 9,150 agts./Cons.

March 6, 2009 Foxborough, MA AAA Travel Marketplace 12,000 cons.

South

Date City/State Event Est. Attend.

October 2, 2008 Clearwater, FL JTB/Go Classy Training 10 agents

October 4-18, 2008 9 cities Costco Road Shows 36,000 cons.

October 10, 2008 Fayettevile, NC Wright Travel Show 50 agents

October 11 & 22, 2008

2 cities Sandals Luxury Redefined Convention

650 agents

October 21, 2008 Alpharetta, GA JTB/Aladdin Tvl. Training 6 agents

October 21, 2008 Panama Cty., FL Bookit.com Res. Agents Training

150 agents

October 22, 2008 Alpharetta, GA JTB/Travel Exp. Training 4 agents

October 25, 2008 Tampa, FL Reggae Jerk Jam Festival 600 cons.

October 25-26, 2008

W. Palm Bch, FL Palm Beach Travel Expo 15,000 cons.

October 29 – November 1, 2008

Orlando, FL World Religious Travel Expo & Educational Conf.

500 buyer/sellers

November 2, 2008 Southport, NC Cape Fear Wedding Show 300 cons

South cont’d.

Date City/State Event Est. Attend.

November 6, 2008 Atlanta, GA S.E. ASTA Trade Show 150 agents

November 9, 2008 Weston, FL S. Florida Jerk Festival 10,000 cons

November 13, 2008 Miami, FL JTB/MK Tours Training 20 cons

November 13, 2008 Atlanta, GA JTB/Delta Training 1,350 agents

November 18, 2008 Miami, FL GoGo Appreciation Show 70 agents

November 21, 2008 Miami, FL Jamaica Update/Unique Vacations

25 agents

January 12-28, 2009

6 cities Vacation Express Product Launch

360 agents

January 15, 2009 Jensen Bch., GL Jensen Bch. Travel Show 300 cons

January 18, 2009 Memphis, TN Gulliver’s Travel Expo 750 cons

January 23-25, 2009

Atlanta, GA Atlanta Travel Show 5,000 cons

January 24, 2009 Miami, FL African-American Jamaica Night

50 cons

South cont’d.

Date City/State Event Est. Attend.

January 25, 2009 Charlotte, NC Mann Travel Show 500 cons

January 26-30, 2009

Florida Florida Sales Calls Blitz 120 agencies

February 3, 2009 Vero Bch., FL Vero Beach Travel Show 300 cons

February 10-19, 2009 5 cities JTB/OSSN Luncheons 120 agents

February 24, 2009 Atlanta, GA JTB Vac. Express Training

30 agents

March 10, 2009 New Orleans, LA Tagno Jamaica Night 25 agents

March 17-25, 2009 4 cities JTB Spring Product Update

135 agents

March 26, 2009 Atlanta, GA JTB/CTO Jamaica Evening

50 agents

Midwest

Date City/State Event Est. Attend.

October 1, 2008 Grand Rapids,MI Grand Rapids Trade Show

600 agents

October 1, 2008 Detroit, MI ASTA Travel Show 600 agents

October 4, 11 & 18 3 cities Costco Road Shows 14,000 cons

October 6, 2008 St. Paul, MN MLT University Seminar 1,600 agents

October 14, 2008 Stillwater, MN CWT/Tubby L. Tvl. Show 200 cons.

October 25, 2008 Minneapolis, MN Macy’s Travel Expo 2,000 cons

October 27, 2008 Novi, MI Passageways/Amex Show 100 agents

October 30, 2008 Chicago, IL Sandals/Beaches Show 600 agents

November 12, 2008 Chicago, IL JTB/Apple Vac. Training 100 agents

December 3, 2008 Chicago, IL JTB/AA Reception 130 agents

December 7, 2008 Duluth, MN Bayfront Reggae Festival 2,000 cons

Date City/State Event Est. Attend.

January 10, 2009 Kansas City, MO KC Bridal Spectacular 2,000 cons

January 10, 2009 Duluth, MN Destination Tvl. Bridal Show 300 cons

January 11, 2009 Owatonna, MN Travel Headquarters Bridal 200 cons

January 13, 2009 Bloomington, MN Carrousel Tvl. Ja. Night 100 agents

January 15-17, 2009 Chicago/Indiana JTB Pizza Seminars 75 agents

January 17, 2009 Sioux Falls, SD Tvl .Fiesta by Travel Leaders 500 cons

January 21-31, 2009 St. Paul, MN St. Paul Winter Carnival 300,000 cons

January 23, 2009 Winona, MN Classic Tvl. Wedding Show 150 cons

January 24, 2009 Grand Rapids, MI Breton Village Con. Show 700 cons

January 24, 2009 St. Peters, MO Majestic Travel Show 250 cons

January 30, 2009 Kansas City, MO St. Louis Travel Show 10,000 cons

Midwest

Midwest cont’d

Date City/State Event Est. Attend.

January 31, 2009 Chicago, IL AA Inaugural Flight & Fam 20 agents

February 6-8, 2009 Kansas City, MO Kansas City Golf Show 900 cons

February 20-22, 2009 Minneapolis, MN Twin Cities Food & Wine Exp 25,000 cons

March 7-8, 2009 Kansas City, MO Kansas City Travel Exp. 1,500 cons

West/Southwest

Date City/State Event Est. Attend.

October 4-5, 2008 Ft. Worth, TX Main Street Festival 25,000 cons

October 4-5, 2008 Vail, CO United Vac. Product Launch 200 agents

Oct. 4,5,11 & 12, 2008 8 cities Costco Road Shows 24,000 cons

October 9, 2008 Redding, CA Village Travel Consumer Show 300 cons

October 25-26, 2008 Reno, NV Home & Lifestyle Show 10,000 cons

October 29, 2008 Arlington, TX JTB/AA/AAV Presentation 30 trade

November 4-9, 2008 San Antonio, TX New World Wine/Food Fest 2,800 cons

November 5-6, 2008 California (2) GoGo Worldwide Shows 200 agents

November 19 Tulsa, OK Jamaica Day at AAV 100 agents

November 20, 2008 Dallas, TX CTO Jamaica Presentation 50 agents

November 24, 2008 Tempe, AZ JTB/US Airways Vac Training

70 agents

West/Southwest

Date City/State Event Est. Attend.

January 10, 2009 Las Vegas, NV Prestige Amex Travel Show 3,000 cons

January 10 Feb. 8 TX (5 cities) AAA Cruise & Travel Show 3,000 cons

January 24-25, 2009 Santa Clara, CA Bay Area Travel Show 8,000 cons

January 24-25, 2009 Seattle, WA Seattle Travel Show 10,000 cons

January 30-31, 2009 Sandy, UT Morris Murdoch Travel Show 7,000 cons

February 8, 2009 Long Beach, CA LA Times Travel Show 21,400 trade/cons

March 28-29, 2009 Houston, TX Greater Houston Tvl. Show 6,300 Trade/Cons

March 2009 TX/CA (4 cities) Trip Tailor Product Launch 600 agents

March 2009 TX/CA (6 cities) Apple Vac. Product Launch 1,200 agents

Date City/State Event Est. Attend.

National

December 2-4, 2008 Las Vegas, NV Luxury Travel Show/Home Based Expo

4,000 agents

January 18-20, 2009 St. Lucia Caribbean Marketplace 1,500 delegates

February 6-8, 2009 New York, NY The New York Times Show 34,000 agents/cons

Groups & Conventions

October 5-7, 2008 Palm Beach Gardens, FL

HIGO (Hospitality Industry Golf Organization)

100 planners

October 8-11, 2008 Montego Bay HIGO Destination Update 15 planners

November 11-17, 2008

Marbella, Spain IAGTM (Int’l. Assoc. Golf Travel Market)

1,000 buyers

December 2-4, 2008 Barcelona, Spain Travel Management (EIBTM) 2,000 Incentive

January 27-30, 2009 Grand Rapids, MI RCMA (Religious Conference Management Assoc.)

1,200 planners

Press & Promotional Activities

• October 12 -18, 2008: Radio Remote – Magic 107. Venue: Breezes Runaway Bay.

• October 16 – 20, 2008: ‘Ed Norris Morning Show’. WHFS Radio (Baltimore). Live radio show with come-along. Broadcast hours – 3:00pm to 6:00pm. Venue: Gran Bahia Principe.

• October 19 – 25, 2008: Caracol Radio, “Regreso a Casa” afternoon show. Colombian/Latin Radio Station to broadcast during Rose Hall Triathlon & Wellness Festival. Broadcast hours – 3:00pm to 6:00pm. Venue: RIU Montego Bay or Rose Hall Resort.

• October 19 -25, 2008: XM/Sirius Radio Remote. Venue: Rose Hall Resort. Support of the Triathlon & Wellness Festival.

• January 4 – 11, 2009: WLDB Radio Remote and come-along (Region – Milwaukee). Venue: Sunset Jamaica Grande.

• March, 2009: Radio Remotes – “Fun in the Son” – WARH-WMVN-WIL. Region – St. Louis, MO. Venue: Iberostar Rose Hall.

2009 Winter Coop AdvertisingAirlines & Tour Operators

We recommend that partners share media buy on radio and print media. Partner marketing (co-op advertising) should share the cost of the marketing plan. It is this approach that is recommended at this time to cast a wide net in the US travel market, to reach all the niches served by our network of air seats.

The outline that follows breaks out the partners and cost associated with this plan

Coop TV Split

Supplier Schedule Seats TV Tag ValueCoopAdvt $

Libgo Travel 106,000 pax 2008 $163,469.00

Travel Impressions/Amex 46,000 pax 2008 $163,469.00

Visit Jamaica.com Generic Advt $272,448.60

Expedia.com 80,000 pax 2008 $163,469.00

Air Jamaica (AJV) 292,472 seats $163,469.00  

American (AAV) 176,496 seats $236,122.00  

Spirit (spirit vacations) 129,620 seats $0.00 $15,000.00

USAirways (USAV) 87,307 seats $163,469.00  

Delta (Delta Vacations) 79,392 seats $163,469.00  

Northwest (NWAWV)) 44,700 seats $163,469.00  

Continental (COAV) 14,012 seats $163,469.00  

Total 823,999 $1,816,322.60 $15,000.00

Charters – Apple Vacations

Gateways Seats Coop Advertising

Chicago Seats 2388  

St. Louis 1250  

Detroit 1128  

Milwaukee 2740  

Minneapolis 1037  

Pittsburgh 2580  

Total 11123 $60,000.00

Charters – Funjet Vacations

Funjet Seats Coop Advertising

Detroit 1260  

St. Louis 1680  

Milwaukee 2944  

Minneapolis 943  

Total 6827 $30,000.00

MLT Vacations

MLT Seats Coop Advertising

St. Louis 1400  

Minneapolis 5865  

Total 7265 $30,000.00

Tour Operators

Tour Operator Coop Advt.

Apple Vacations $30,000.00

Libgo $100,000.00

Travel Impressions/Amex $50,000.00

TNT Vacations $15,000.00

Vacation Express $15,000.00

Cheap Caribbean $10,000.00

World Travel Holdings $10,000.00

Costco Travel $10,000.00

Book-it. com $10,000.00

Total $220,000.00

Spring Break Tour Operators

Spring Break Coop Advt.

Sun Splash Tours (3,000 pax 2008) $15,000.00

Student Travel Services $15,000.00

Total $30,000.00

Total Advertising Budget

Supplier Coop Advt.

Spring Break $30,000.00

Tour Operator $220,000.00

Schedule Airlines (Spirit Vac) $15,000.00

Charters $120,000.00

TV Tag Value $1,816,322.60

Total Advertising $2,201,322.60