Jamaica Takes on McCluskey for UK PR Strategy

The Jamaica Tourist Board has appointed travel and tourism specialists McCluskey International to handle its public relations in the UK and Ireland, effective from March 1.

The public relations strategy will address the general awareness of Jamaica among its consumer and trade audience, and communicate its diversity and potential to appeal to new, special interest markets, as well the traditional holiday visitor.

Jamaica’s quality boutique and bed and breakfast accommodation, local culture, music, history and food have all been identified by McCluskey International as being of key importance in extending Jamaica’s reach beyond its core visitor.

McCluskey International has also identified a sub-strategy to max out on the enormous potential presented by the considerable Jamaican community based in the UK.

The account team will be headed up by group account director Susie de Carteret, with support from account director Sarah Long, account manager Natalie Amos and account executive Beverley Russell. Agency principal Judy McCluskey will enjoy a hands-on, proactive role as she does for all the agency’s key accounts.

The agency will work closely with the JTB’s UK based regional director Elizabeth Fox to ensure the implementation of an integrated consumer and trade program, while reporting into the Kingston head office.