Supporting Global Development through Sustainable Tourism

Jamaica

Consultancy Firm to Provide Marketing and Promotional Services for Rural Community Enterprises


  • Client: Jamaica Social Investment Fund (JSIF)
  • Partners: Government of Jamaica, Jamaica Tourism Board (JTB), Jamaica Product Development Company (JPDco)
  • Project Duration: August 2015 – May 2016

Project Overview

Solimar assisted the Jamaica Social Investment Fund (JSIF), Government of Jamaica and the tourism industry to develop a fresh brand identity and promotional materials that are able to convey the country’s wealth of community-based attractions.

The enterprises that were promoted under this project are groups of rural people with common economic interests (i.e. farmers, fishermen, agro-processors, craft producers) who have organized themselves to carry out business activities. These groups are located all across the island.


Major Activities

  • Undertook brand research and product assessments to develop a creative brief for the Jamaican community tourism products

  • Created the brand platform, brand guidelines and communications tools (including a multi-page brochure and four short videos) to articulate and implement Jamaica’s community tourism brand promise

  • Introduced the new brand to cluster members and key partners, and built their capacity to adopt and apply the brand identity to market community tourism



Results

  • Built awareness of community tourism in Jamaica

  • Established and launched the Jamaica Community Experiences Brand in September 2016

  • Developed Jamaica’s community tourism marketing strategy and position Jamaica as a community tourism destination

  • Developed effective, low-cost to implement communication tools that Jamaica and the eight CBTE’s supported by JSIF can use immediately to communicate with and attract the markets, funders and stakeholders including:

    • Four, 45-60 second promotional video showcasing the Jamaica four core themes of community tourism experiences and featuring eight JSIF-supported enterprises  

    • Design and content of a multi-page brochure showcasing the Jamaica community tourism experience and featuring the 8 JSIF-supported enterprises.  

    • Four posters featuring the core community tourism themes  

    • High-quality digital images  

    • Establishment of Trip Advisor and Facebook accounts for 8 CBTEs, including unique Facebook cover images, and designs 20 Facebook ads


Related Blog Posts

“Solimar is an innovative and holistically oriented accelerator of ecotourism."

-Jasmina van Driel Rift Valley Programme Coordinator
Horn of Africa Regional Environment Centre & Network, Addis Ababa University

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