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July 18, 2014
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Tourism Minister launches 'Jamrock Summer - 90 Days, 90 Ways'

Damion Crawford. - File

The variety and vibrancy of Jamaica's cultural expressions are being packaged to promote the destination to worldwide tourism markets as the land of not merely sun, sea, and sand but excellent entertainment.

The innovative summer entertainment programme branded as 'Jamrock Summer - 90 Days, 90 Ways' was launched at the picturesque Sandals Royal Caribbean Island in Montego Bay on Wednesday by the Ministry of Tourism and Entertainment, and endorsed by the Jamaica Hotel and Tourist Association (JHTA).

Minister of State in the ministry, Damion Crawford, said the tagline for 'Jamrock Summer - 90 Days, 90 Ways' reflected the fact that "Jamaica offers a multiplicity of ways to enjoy the country". The concept, therefore, is to use entertainment to attract visitors to the island between May 15 and August 15 each year to address the traditional dip in arrivals between the winter and fall seasons.

Crawford said Jamrock Summer will capitalise on all genres of Jamaican cultural expression - '90 Days, 90 Ways' includes parties, music, sports, culinary, literary arts and other events to entice everyone to experience the country in a special way.

He explained that although the initiative will include various types of music festivals, culinary, sports, fashion and other cultural offerings, reggae would be a central cog around which Jamrock Summer is built.

President of the JHTA, Nicola Madden-Greig, said, "All the JHTA's resort areas are very excited (and) we will be working with promoters in different areas to make sure that we help to market the initiative."

She also anticipates that association members will put together "really good rates so that persons can take advantage of all the activities that will be offered."

To maximize exposure and reach 'Jamrock Summer - 90 Days, 90 Ways' will be supported by a social and traditional media network promotion, including an interactive website.

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