Case Study

Governments: Branding, Investment, Tourism, Information
Government of Jamaica: Tourism, Investment and Information Services

A new government and political party came into power in Jamaica following a period of economic decline. The new administration brought in a period of fundamental change, in which Strategy XXI people played a major role to revitalize tourism, investment and information services.

We mounted a campaign aimed at the travel trade and consumers to convince people to "Come Back to Jamaica." The result was that tourism increased 50% in the first year of the program, and 350% after 3 years. The program created over US$600 million in direct tourism revenue.

At the same time we worked with World Bank, IMF, USAID and the Paris Club to generate interest in investment in Jamaica. We identified non-traditional industries, such as data processing. Some 125,000 jobs were created through the program. In addition, we helped to divest 13 hotels in a privatization program.

To improve government information services, we created training programs, both in-country and externally. All information services were upgraded: TV, radio, news, and public relations, thanks to on-site professional trainers, including many expats.

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