Direct TV ad builds interest in Jamaica's smaller hotels

Krol, Carol
August 1999
Advertising Age;8/2/1999, Vol. 70 Issue 32, p20
Trade Publication
Case Study
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.


Related Articles

  • nielsen DMA Local Cable Rankings: Total DR Spots.  // Response;Aug2012, Vol. 20 Issue 11, p16 

    A chart is presented depicting the direct response (DR) rankings of local cable in designated market areas (DMA) in August 2012 in the U.S.

  • ADDING PERSPECTIVE TO THE CRITICISM.  // Multichannel News;11/8/2004, Vol. 25 Issue 45, p28 

    Presents information on the forecasts on the performance of cable systems in 2004. Increases in media spending; Prediction of growth in spot television; Reliance of cable on a diary-measurement system.

  • Market Indicators.  // MediaWeek;12/19/2005, Vol. 15 Issue 46, p3 

    The article presents an update on the advertising industry in the United States as of December 2005. The prime-time scatter buying market is moderate during the first quarter. Pharmaceuticals and automotive advertising on network cable channels declined slightly in the first quarter. Automotive...

  • "Per-Inquiry" DRTV and the Internet. Roark, Carlton // Response;Dec2004, Vol. 13 Issue 3, p40 

    This article reports that DRTV spots and infomercials are now increasingly opting to order via the Internet instead of the inbound number. This creates an ominous problem for cable TV operators who offer "per-inquiry" DRTV media because in most instances the only orders being accounted for by...

  • Late news.  // Advertising Age;8/6/2001, Vol. 72 Issue 32, p1 

    The article presents news concerning advertising as of August 6, 2001. Between 60-70 per cent of advertising inventory have been sold for top-tier cable and syndication television programming during 2001. Nissan North America Inc. is launching the 2002 Nissan Xterra sport utility vehicle with...

  • Chicks Dig Cable.  // Multichannel News;11/8/2004, Vol. 25 Issue 45, p24 

    Presents information on a spot television featuring the grunge band Early Edison in November 2004.

  • Market Indicators.  // MediaWeek;12/1/2003, Vol. 13 Issue 44, p3 

    Evaluates the market performance of the media industry in the U.S. as of December 1, 2003. Steadiness of calendar negotiations in network cables; Shift in the bulk buying activity of spot television to 2004; Factors which contributed to the women's and men's health and fitness titles in...

  • Market Indicators.  // MediaWeek;5/12/2003, Vol. 13 Issue 19, p5 

    Presents an update on the mass media market as of May 2003. Information on second quarter activity for net cable television; State of spot television market; Products which spend consistently in women's service and lifestyle titles.

  • Market Indicators.  // MediaWeek;7/25/2005, Vol. 15 Issue 28, p3 

    Presents updates on the market status of different mass media in the U.S. as of July 2005. National television; Cable television; Spot television; Radio; Magazines.


Other Topics