Is it possible to reach 22.3 million Germans with less than 1000 euro? neusta Grafenstein and Jamaica show how it’s done. In the autumn of 2017, there was only one topic of discussion in the German media: The tough coalition negotiations involving German politicians, informally referred to as: Jamaica. And what does the sunny Caribbean island have to say about all this? It puts out a press release announcing a social media campaign directly referencing German politics.
This clever move generated huge media attention for the small country. Jamaican tourism policy goals were disseminated by all the major German media outlets, and even Tourism Minister Edmund Bartlett was featured in the TV coverage. The ads use charm and wit to poke fun at the coalition negotiations: “Christian says Jamaica is a long way off”/”No, man, just one non-stop flight” and “Angela says, Jamaica is an option”/”I say: All right, man”.
22.3 million Germans were reached with a budget of less than 1000 euro. The increasing number of people travelling to the country is testament to the success of the campaign: The number of visitors rose from 20.768 in 2016 to 30.000 by the end of 2017.
neusta Grafenstein’s campaign showed yet again the success of holistic marketing and combined PR and campaign to create an effective whole.
This enabled us to generate the greatest possible awareness with the smallest possible budget.
Here some examples from the media: Spiegel Online, ntv, Hamburger Morgenpost, Travelbook, neues Deutschland, Kronen Zeitung, Rhein-Zeitung, ab-in-den-urlaub.de, der Standard, Die Presse, Kleine Zeitung.