Monday, December 29, 2008


So the last two times we spoke, I recommended we target college students and to have a joint marketing effort for Sport Tourism and Entertainment. The response to those two suggestions has been good.

Another recommendation I would like to put on the table is a familiarization (FAM) tour of well known and targeted journalists/media entities who would find this concept of “Jamaica as the Sport Tourism Capital of the World” exciting and interesting enough to take a trip.

Well as we approach probably one of the most exciting sporting calendars anywhere this side of the world, with the track and field, netball, football, basketball and volleyball events scheduled to take place in 2009; let’s make a special effort to promote this destination.

Track and field has been given the edge, simply because the World Championship is on this year in Germany and the Jamaican athletes have grabbed the attention of the world and there are other athletes who are out to get them. Not just there though, there are other athletes in Jamaica who will be jostling for positions on various teams.

So the Gibson Relays, the high school spectacle – Boys and Girls Championships will maybe attract one of the biggest crowds in 2009. Fans are hungry for good sporting competition. And with the Reggae Boys out of the World Cup, the other sports will fill the gap. These sporting disciplines are traditional and so it is the packaging of the participants which will have to marketed properly.


On the non-traditional side; how about a mountain climbing competition on the Blue Mountain Peak? I know it is just over a mile up, but this is Jamaica. While there they can see where the best coffee comes from, possibility where some of the best tasting water comes from and lots of other fascinating history lessons to be learnt. Promote it for during the time of Misty Bliss. There is also a cycling trail which can be accessed to attract another type of participants.

How about a walk race from Ocho Rios to Runaway Bay? I am just thinking of the many possibilities we have and in these challenging times, creativity and innovation must take precedence.


Invite targeted media here and show them the lay of the land. This has to be directed at the Sport/Business journalists. Go outside the United States and look seriously at Germany for example. Following the performance of Jamaica at the Summer Olympic Games in Beijing, the world is expecting great performances and competition. Bring them here to excite them from early.

There are nine strong newspapers in Germany which cover sport. Here is a quote from a website “After the fall of the Berlin Wall, in 1990, Germany became one of the greatest nation sport ever had, and sport press couldn't be different!”

They take sport seriously. Let us capitalize.

Note: The feedback has been great from you all this great keep the emails and phone calls coming. I appreciate them.
As we are in the Yuletide season, let us care for those among us who are less fortunate.

No comments: