Radio Jamaica Celebrating 70 Years

Page 50 Sunday July 4, 2021 The RJRGLEANER Cross Country Roadshow is one of a very few corporate projects that brings out the passion in Corporate Affairs and Communications Manager, Yvonne Wilks-O’Grady. She calls it the “Group’s ultimate field event”. When it was first launched in 2001, it was designed with the purpose of taking the company’s messages to the western region of the country under the name Western Invasion . Within two years, it was renamed Cross Country Invasion , driven by the enormous success achieved in the west. It was also expanded including all 14 parishes. The promotion is crafted as a platform to increase the Group’s profile: the individual brand awareness, product knowledge, on-air personalities; and encourage listenership, viewership, and now, readership, across the length and breadth of the country. Come for the Party... Stay for the Fun. Wilks-O’Grady shared: “Over an exciting and anticipated five weeks, the Group travels across all the parishes in its quest to meet and engage with hundreds of listeners, viewers, and readers.” Typically, the Invasion starts in the Kingston, St Andrew, and Portmore regions and then expands across the other parishes. The main events surrounding the Cross Country Invasion are the daily outside broadcasts, church services, road parades, street jams, and family fun days. All these activities are designed to bring customers, potential regional sponsors, and partners together for interaction with the on-air personalities. Activities include product demonstrations, networking with local institutions, and building brand affinity at the ground level. Wilks-O’Grady stated: “ Cross Country Invasion helps with generating pipelines in the region because it gives our commercial teams an opportunity to engage with prospects with whom they might not otherwise interact. In fact, this event allows Marketing to move beyond the phone calls and emails and actually create face-to-face relationships with potential customers.” continues on page 51