TITLE

Direct TV ad builds interest in Jamaica's smaller hotels

AUTHOR(S)
Krol, Carol
PUB. DATE
August 1999
SOURCE
Advertising Age;8/2/1999, Vol. 70 Issue 32, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article provides information on the direct response television commercial created by FCB Direct of New York to boost business for small hotels and inns in Jamaica in 1999. The the direct response marketing resulted in 1,400 confirmed bookings over a four-month period. The commercial run in the U.S. on national cable and spot television from March 1999 to June 1999. The low-budget commercial also embraced the Jamaica Tourist Board's branding message created by Foote, Cone & Belding and added a direct response component by featuring the 1-800-JAMAICA number.
ACCESSION #
2109357

 

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