Bremen, January 28, 2025 – Crystal clear water, breathtaking beaches, reggae music – that's what many people associate with Jamaica. It is the task of the tourism experts at team neusta to promote the special features of this holiday paradise in Europe. They have been awarded the contract in a Europe-wide tender by the Caribbean state. Starting on February 1, 2025, they will contribute to the promotion and presentation of Jamaica in continental Europe in a consortium with Hopscotch Europe and Color Travel Services. The focus will be on highlighting the country's characteristics and inspiring travelers to discover the country, its people, and its culture.
Jamaica has fewer inhabitants than Berlin, yet has produced numerous personalities of global significance – from reggae legend Bob Marley to sports icon Usain Bolt and activist Marcus Garvey. The attitude to life is also unique – an energetic vibe that is contagious. "With our consortium, we want to increase arrivals sustainably in the coming years. Through targeted measures, we want to attract more travelers who not only enjoy Jamaica's beaches but also explore the interior of the country, thereby strengthening local businesses and communities,“ says Frank Grafenstein, Account Manager for Jamaica at team neusta. ”Our joint experience in marketing Jamaica in recent years is an advantage," adds Grafenstein.
Increased PR and marketing measures for Jamaica
team neusta is taking over the management of the consortium in close cooperation with its partner agencies Hopscotch Europe and Color Travel Services. Together, they are responsible for PR, media relations, and B2B marketing. Their tasks include organizing interview appointments, press trips, and writing press releases to increase Jamaica's appeal as a tourist destination in Europe. In B2B marketing, for example, the agenda includes training for travel agents, cooperation with tour operators and airlines, and organizing information trips for travel agents and product managers in order to establish the country more firmly in the product portfolio of European providers.
In addition, further measures are planned to strengthen the Jamaica brand in continental Europe in the long term: For example, there will be a greater focus on storytelling in order to convey the uniqueness of the destination to European travelers across all communication channels. Another goal is to achieve authentic brand communication and convey the diversity of the country through influencers and Jamaicans as ambassadors for areas such as culture, nature, and cuisine. “We are also looking at optimizing the marketing mix, as the customer journey is facing profound changes. We want to review existing measures and introduce new, future-oriented strategies,” explains Grafenstein.
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