Jamaica capitalizes on VW’s Super Bowl 2013 Commercial BY LAUNCHING ONLINE AND OFFLINE MULTI-TIERED INITIATIVES
Jamaica is capitalizing on the incredible publicity being generated by Volkswagen’s new Super Bowl 2013 commercial, which features an office worker in the U.S. speaking with a Jamaican accent. The 60-second advertisement serves as a thematic continuation of the car makers “feel-good” messaging.
VW launched the commercial on its website and via YouTube ahead of the Super Bowl, ensuring a publicity lead on the competition. Super Bowl is not only about the game, but also about the flashy multi-million dollar commercials. To ensure conversations continued amidst the buzz that surrounded the VW spot, the Jamaica Tourist Board (JTB) began talks with Volkswagen and media, including USA Today and the Associated Press, to confirm the island was supportive of the advertisement. With over 5+ million views on YouTube, VW’s commercial placed Jamaica positively into the spotlight.
Jamaica’s tourism officials quickly endorsed the campaign, and Dr. Wykeham McNeill, Minister of Tourism and Entertainment, was interviewed by USA Today, which reached over 1.7+ million readers. Additionally, the Associated Press quoted Minister McNeill in an article that syndicated to over 190 million readers.
“The interest this commercial has generated is incredible and speaks to the power of the Jamaica brand,” said John Lynch, Director of Tourism at the Jamaica Tourist Board. “We hope this sparks an interest in persons who have not yet experienced the destination to come visit, enjoy a memorable Jamaican vacation, our people and most important, Get Happy in Jamaica.”
The Board also worked with U.S. media as well as the important travel trade, with Director Lynch speaking to leading travel industry players assuring them that Jamaica welcomed the additional visibility from the Volkswagen commercial.
Additionally, the JTB partnered with the Jamaica Hotel and Tourist Association (JHTA), to launch a destination-wide deal, “Get Happy in Jamaica,” featuring free nights at 20 participating hotels. The destination-wide promotion was launched via proactive media outreach and social media efforts. The Board also launched digital initiatives to engage with the Facebook, Twitter, photo and video sharing community to make certain online conversations continued.
“2013 has started positively for Jamaica,” said Director Lynch. “We were thrilled to be able to take advantage of the publicity the VW commercial gave to the island. It’s not every day that companies spend millions on a single commercial. They did a fine job and we’re honoured they thought of Jamaica when developing the creative concept. We look forward to a working relationship with them in the future.”