Air Jamaica ‘No Problem Mon’ For Hispanics.

Anthony Baradat Iglesias Advertising & Public Relations (ABI) has been retained by Air Jamaica to reach the estimated 1.4 million Hispanics in Miami. The advertising and public relations initiative will be piloted in Miami, and extended to other markets in the 3rd or 4th quarter of this year.

A first for the Jamaican airline, Air Jamaica has begun to target Miami’s Hispanic market with advertising, marketing and public relations initiatives. The first stage of this campaign will incorporate a radio buy with the top rated Miami Spanish radio stations. As part of this promotion, Air Jamaica has invited radio personalities to broadcast live from Ochos Rios, Montego Bay and Negril in Jamaica. In addition, a jingle has been produced that will appeal to Hispanics by evoking images of their homeland, and focuses on the beauty of Jamaica’s mountains, beaches, lush vegetation and eccentric people.

Research conducted by Behavioral Science Research for Air Jamaica shows that of the 440,000 Hispanic residents in Miami-Dade County between the ages of 25 and 55, most opt to vacation in the Bahamas and Puerto Rico of all the Caribbean islands. Air Jamaica intends to turn these numbers around in favor of Jamaica. The public relations initiatives include FAM trips with Telemundo, Univision and key Hispanic publications in an effort to inform the greater Hispanic market of the natural beauty of Jamaica and why it is an excellent vacation getaway. Within the parameters of the effort are showcasing facts about Jamaica that have been relative secrets to the Hispanic market.