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Gen-X, Millennial Tourism Opps: Jamaica Tourist Board taps PR shop amid spend increases (Score 26)

reported the organization was looking for a PR shop in February 2020. The process was likely delayed due to the ongoing pandemic. 

According to Pathmatics, JTB earned 23.2m impressions through desktop display ads (50%), Instagram ads (28%), Facebook ads (19%) and mobile display ads (4%). It placed the majority (99%) of these ads site direct onto sites such as expedia.com, instagram.com, facebook.com, vrbo.com and travelocity.com. It placed the remainder (1%) indirectly through Sojern onto sites such as yahoo.com, ktla.com, nesn.com, thoughtcatalog.com and news.yahoo.com. It spent around $258.8k on digital display ads YTD, a 23% increase from $198.9k spent in this channel during the same time period of 2020. Full-year spend dropped significantly from $934.6k in 2019 to $381.8k in 2020. 

Per iSpot, JTB spent around $297.9k on national TV ads YTD during programming such as "Tucker Carlson Tonight," "The Ingraham Angle," "Anderson Cooper 360," "The Death of George Floyd: Derek Chauvin on Trial" and "CNN Tonight With Don Lemon." It did not invest in this channel during 2020, but it spent around $21.2k in 2019. 

Sellers-- JTB seems to mainly target Gen-X and millennials with a slight female skew. It cut spend in 2020, which I assume was to save money during the pandemic, but it is ramping spend back up as travel restrictions are being loosened. It also invests in OOH, print and local broadcast ads, per Kantar. Sellers should reach out offering appropriate ad space. 

Agency & martech readers-- PR appointments commonly precede additional agency partnerships such as creative and media. Start reaching out so you can be top-of-mind. Those that have experience in the tourism industry may have more success. I believe the only other agency JTB works with is creative shop Beautiful Destinations.