Jamaica Offers Consumers A Chance To Spot A Jamaican Cab And Win A “Winter Rescue”

As part of its recently launched Jamaican Winter Rescue Program, the Jamaica Tourist Board unveiled this week special Jamaican taxicab toppers that will be featured throughout the month in New York, Chicago, Boston and Philadelphia. To build excitement in these cities for a “winter rescue” from the cold and snow, Jamaica teamed up with local radio stations to kickoff Jamaican Taxicab Promotions, and also created special events in each city. When listeners spot one of the Jamaican cabs, they can enter to win a trip to Jamaica via their local participating radio station now through the end of January.
 
“Many consumers are looking for relief during our current challenging economic situation, along with an escape from the blistering cold winter weather. We want to inform and excite consumers about Jamaica’s accessibility and value for a tropical winter getaway,” said John Lynch, Jamaica’s Director of Tourism. “We hope to remind residents in these cities of the warm, sunny Jamaican weather every time a special Jamaican cab drives by, and spark excitement by offering them a chance to win a Jamaican getaway.”
 
New York
In New York, Jamaica teamed up with its national carrier Air Jamaica for the Taxicab Trip Giveaway on WLTW-FM. When New Yorkers spot one of the Jamaican cabs, featuring Air Jamaica, they can log onto WLTW-FM’s website, enter where and when they saw a cab, and then enter the sweepstakes to win a trip to Jamaica courtesy of Air Jamaica and Riu Palace Tropical Bay.
 
Furthermore, New Yorkers can stop by the Port Authority Bus Terminal’s South Building each Tuesday through February 3, 2009 to warm up Jamaican-style. The building is decorated with Jamaican posters, floor mats and banners, and the Jamaica Tourist Board and Air Jamaica will be on-site each Tuesday from 8:00 a.m. to 6:00 p.m. Consumers can learn about the destination’s and airline’s latest news and winter offerings, as well as pick up some Jamaican goodies.
 
Philadelphia
When Philadelphians spot one of the local Jamaican cabs, featuring US Airways, they can enter to win a Jamaican getaway on WISX-FM’s website. One lucky winner will receive a trip for two to Riu Negril Hotel.
 
Furthermore, the Jamaica Tourist Board was onsite at Amtrak’s 30th Street Station on Thursday, January 15 to heat up the daily commute. Amtrak passengers had an opportunity to stop by a special Jamaican booth to chat with a Jamaica Tourist Board representative, and pick up complimentary Jamaican-themed items.
 
Chicago
Chicago’s local Jamaican Winter Rescue event took place at Union Station on January 15, featuring live music from the Jamaican One Man Band and free Jamaican goodies. When Chicagoans spot one of their local Jamaica cabs, featuring Air Jamaica, they can log onto WKSC-FM’s website to enter to win a trip to Riu Ocho Rios Hotel
 
Boston
Jamaica and US Airways are featured on the Jamaica taxi ads in Boston, where consumers can enter to win a getaway to the Riu Montego Bay Hotel on WXRK-FM’s website.  Bostonians were also treated to a taste of Jamaica at the South Street Station on January 13 for the local Jamaican Winter Rescue event. Live Jamaican music, colorful posters featuring images of Jamaica and free Jamaican-themed giveaways served to remind consumers that a tropical oasis awaits them in Jamaica.
 
Jamaican Winter Rescue Program
On January 6, 2009, the Jamaica Tourist Board kicked off its Jamaican Winter Rescue Program to excite and inform consumers on the accessibility and affordability of a Jamaican getaway. The Program featured special events at commuter terminals in New York, Philadelphia, Boston and Chicago, where consumers learned about Jamaica’s wide variety of offerings. The Program features a new advertising campaign designed by Draftfcb New York and promotions specially created by Ruder Finn, Inc. to launch the Jamaican Winter Rescue Program. Located in the main atrium and throughout the remaining floors of the Port Authority Bus Terminal, the new campaign comprises ceiling banners, large floor mats and large scale posters, as well as special taxicab topper advertisements in each city.