After a long period of stagnation in arrivals, neusta Grafenstein was engaged in August 2016 to represent the Jamaica Tourist Board in Germany, Austria, Switzerland and Poland.
With our holistic destination marketing approach we detected key target groups, defined these via persona descriptions and linked our media-, advertising- engagement plus our tour-operator cooperations with the respective customer journeys. In that way we could deliver more relevant holiday experiences to the different groups of travellers in a cost efficient way: http://grafenstein.net/en/maximum-effect-through-holistic-marketing/ and http://grafenstein.net/en/portfolio/weihnachtsgeschenke-jamaica-home-of-all-right/
Another key factor was to establish a second airline, catering the service from Germany to Jamaica. With the start of Eurowings in July 2017 from Cologne to Montego Bay we had been able to double the seat capacity and to establish a higher competitiveness in regards of airfares as well. In 2018 Jamaica is connected by direct flights from Munich, Frankfurt and Cologne / Düsseldorf.
In the first year under the full responsibility of neusta Grafenstein we increased the arrival figures from all our markets significantly. From Germany we got 44% more guests which equals almost 30.000 arrivals. (Poland + 106%, Austria +19%, Switzerland +17%)
In 2017 Jamaica was the leading destination in regards of growth from Germany to the Caribbean.