The Millennial Marketer (Nov 2021) by mrmillennialman

From the Editor Hello Again!

The holiday season kicks off in high gear with more flights to Jamaica and additional cruise ships calling to port. This move will bolster the recovery of the Tourism industry. Jamaica’s government is standing by its mandate to steer the country into the 21st century effectively. The Ministry of Education is gearing up to launch a Sixth-form pathways initiative. This announcement comes on the heels of the recent launch of face-toface contact for schools. The Millennial Marketer couldn’t be more pleased with these steps initiated by the Education Ministry.

Are you ready for the holidays? If you are a small business, now is the perfect time to start executing your holiday plans. Customers are always eager to take advantage of early offerings to avoid the rush.

We present another informative issue of The Millennial Marketer. Warm Regards, Paul Bauer EDITOR, THE MILLENNIAL MARKETER

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JAMAICA REACHES “ONE MILLION VACCINATED” MARK After telling a Falmouth, Trelawny audience (Saturday, November 6) that Jamaica is on the verge of administering one million doses of COVID-19 vaccines, Minister of and Health Wellness, Dr. the Hon. On Sunday, November 7, Christopher Tufton declared via his Facebook page that the mission had been accomplished. “Almost three weeks ahead of target, I am happy to announce that we have hit the one million COVID-19 vaccine doses administered,” the Minister wrote on his personal Facebook page on Sunday. “Thanks to every Jamaican that has received their COVID-19 vaccine and to those who have encouraged others to do so as well. To the healthcare workers [big up yourselves]. You have led the charge in this fight – working tirelessly to ensure that every person is protected and has a fighting chance. A big thank you also to our partners in the private sector. I encourage all of us to continue this effort to get Jamaicans vaccinated, as this is the best way to save lives and restore normality. Get vaccinated, and let’s get back to life!” On Saturday, the Minister was in Falmouth participating in a house-to-house vaccination tour, said he is heartened by the kind of response the Ministry has been getting from “the vaccination blitzes,” adding that “this is certainly a step in the right direction.” “Reaching one million doses is a psychologically significant development,” Dr. Tufton noted. “What it shows is that more people are coming on board…probably 23% to 24% of the targeted population would have been fully vaccinated and we are now moving ahead and in the coming weeks we will continue to push forward in getting as many persons vaccinated as possible.” Dr. Tufton, in the meantime, said he is particularly concerned about the nation’s children and what they have had to endure over the past 18-months – the interruption of their studies and having to be forced to resort to online classes. “One of the most concerning elements of COVID-19 is to the extent that our children have been left out of the formal education system in terms of face-to-face classes. And while we have done our best in providing for them an electronic platform, the truth is that it has been very, very difficult for them. And I have seen so many of them suffering consequently from not getting the attention that they deserve,” the Minister added. “We really want to appeal to the parents and guardians to give as much support as possible, especially when we administer the first dose of the Pfizer vaccine to the children, to try and get them back into the schools. This is an absolutely important imperative as part of the overall trend. We also want to encourage the rest of Jamaica to do likewise.” The Minister also reiterated that following directives from the World Health Organization, booster shots (third doses) would be available for persons with serious illnesses such as cancer, cardiovascular disease, diabetes, and other pre-existing medical conditions. This he said will be given to those who have had the two doses of the Astra Zeneca or Pfizer and in the case of the singular Johnson and Johnson… “one additional shot.” “It’s no longer the case where persons don’t have access to the vaccines…It’s no longer where it’s just a Ministry of Health issue. It’s a case of all of us coming together and doing what is right in the interest of Jamaica. We have to move forward where we are all on the same page, knowing that getting vaccinated is our best chance to getting back to normality.”

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REMOVAL OF JAMAICA FROM CDC LEVEL FOUR RISK ASSESSMENT A POSITIVE DEVELOPMENT Minister of Tourism, Hon. Edmund Bartlett says the removal of Jamaica by the United States Centers for Disease Control and Prevention (CDC) from its level-four “Avoid Travel to this Destination” risk assessment is a “very positive development.” “I want to commend our health authorities and the people of Jamaica for working to bring down the rates of COVID-19 infections and hospitalisations, which augurs well for our risk assessment rankings. Beyond that, the Resilient Corridor remains a very safe space for visitors and workers alike with comparatively high vaccination rates and extremely low infection rates,” he noted. Jamaica is now ranked at level three, which urges US travellers to be fully vaccinated before travelling. Despite CDC risk assessments, Americans by and large continue to travel to destinations they want to visit. Mr. Bartlett, who is currently in the United Kingdom (UK) with a team of Ministry officials participating in the World Travel Market, said there is no room for complacency. He said that Jamaica would continue to follow and be guided by international standards relating to the COVID-19 protocols, ensuring that “our economy and tourism sector can get back to normal as quickly as possible.”

Senior Advisor and Strategist in the Ministry Delano Seiveright, also in the UK, said that the news comes on the eve of the winter season. “This is good news indeed. The previous level-four ranking caused jitters in some circles and was certainly not good optics. However, with this improved ranking, it will be most helpful in our current and very aggressive efforts to boost tourist arrivals from all our markets,” he noted. Minister Bartlett is also joined in the UK by Jamaica Tourist Board (JTB) Chairman John Lynch; Director of Tourism, Donovan White; and JTB Regional Director for the UK and Northern Europe, Elizabeth Fox. The engagements in the UK ended a global markets blitz, which included Jamaica’s two largest source markets, the United States and Canada, and reaped successes in boosting airlift to the island and reassuring stakeholders on the COVID-related safety of the destination. The Tourism Minister also led engagements in Dubai, United Arab Emirates, and Riyadh, Saudi Arabia, which opened tourism and investment opportunities for Jamaica.

MORE FLIGHTS COMING TO SANGSTER INT’L AIRPORT Manager of Commercial Business Development and Marketing at Sangster International Airport, in Montego Bay, St. James, Sharon Hislop-Holt, says an increase in flights has been coming into the facility. Mrs. Hislop-Holt spoke to journalists after American Airlines landed two Dreamliner aircraft at the airport on November 2. One of the flights, a Boeing 787-8, came from Miami, Florida, and the other, a Boeing 787-9, landed from Philadelphia, Pennsylvania, both in the United States. “Based on the slot requests I have seen, so far, we have seen more flights… and we anticipate that we will have more traffic coming up in the winter season,” Mrs. Hislop-Holt said. “We may not reach 2019 levels; however, we will be much closer to [that level] in the peak,” she noted. Mrs. Hislop-Holt highlighted that the use of the much larger aircraft means “more efficient operations for American Airlines as well as the airport.” “American Airlines is the number-one carrier at Sangster International. Currently, we have American Airlines operating approximately 11 flights per day, and in the peak season, we’ll see that going up to an average of 14 flights per day. We are very excited to have these flights operating, and there is confidence in the market,” she said. “The Government, the airport, all the stakeholders, we have been working together to ensure that Jamaica is open for tourists to come and enjoy the island and what we have to offer,” Mrs. Hislop-Holt added. The flight from Miami carried 68 passengers to the island, while Philadelphia brought in 206 passengers. Earlier this week, Sangster International Airport also welcomed inaugural Frontier Airline flights from Atlanta, Georgia, and Orlando, Florida.

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CRUISE SHIPS RETURN TO FALMOUTH NOVEMBER 8 Cruise ships are set to return to Falmouth on November 8, following an 18-month absence due to the coronavirus (COVID-19) pandemic. Italian liner, Costa, a subsidiary of Carnival Corporation, will be making a much-anticipated call to the Trelawny capital. A delighted Mayor Colin Gager told JIS News that the visit by the vessel is welcomed news for local officials, businesses, and residents and “represents a glimmer of hope for bigger things to come.” “It has been a tough 18 months for all concerned. It was a case where our cruise sector was booming where we were used to seeing the ships coming in their numbers and then came the coronavirus, forcing the lockdown of all cruise ports,” he pointed out. Noting that plans are in place to welcome the Italian cruise liner, Mayor Gager told JIS News that once cruise shipping resumed in Ocho Rios over two months ago, Falmouth had started to do some “on the ground preparation,” such as improving on basic infrastructure in anticipation of “our turn to bat.” These efforts, he said, intensified over the past few weeks when the confirmation came that Falmouth “will be getting its turn at the wicket on November 8.” “We have been walking the ground with the Superintendent of Police to ensure that we have everything in place and that there is nothing we are leaving to chance. We know the importance of a good first impression and what it means to the future of Falmouth as a major port of call,” Mayor Gager said. Chief Strategist/Adviser in the Ministry of Tourism, Delano Seiveright, was part of a delegation led by Minister Hon. Edmund Bartlett that met with cruise owners and officials in Miami, Florida, recently told JIS News that the visit of the Costa cruise ship is only a “sample” of things to come. “In every meeting I have personally attended with the top cruise honchos; Jamaica is on top of everybody’s Caribbean agenda. The truth is that they have always had this beautiful love affair with Jamaica, and had it not been for COVID, our cruise shipping sector might have been at a stratospheric level by now,” he pointed out. Mr. Seiveright noted that Ocho Rios, which has welcomed cruise passengers since August, has proven that Jamaica is adequately prepared to host ships during the COVID pandemic. This, he said, bodes well for other destinations, including Falmouth, and will open the gates for a plethora of ships to call on the island’s other ports in the coming months leading into 2022. “I would say that by the middle of 2022, our cruise shipping sector should be rocking again. We have put in the work, and we have been having the dialogue. Our people need this; our people deserve this, especially with what we have all been through over the past 18 months,” Mr. Seiveright said.

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CRUISE OPERATIONS EXPECTED TO RESUME AT ALL PORTS BY DECEMBER The Port Authority of Jamaica (PAJ) is working assiduously to ensure a safe and secure return of cruise operations at all the island’s ports by early December 2021. Assistant Vice President, Marketing Communications at the Port Authority, Kimberley Stiff, said that the entity is hosting a series of meetings “to apprise various interest groups and the communities in which we operate, of the status of the [resumption] of cruise operations in preparation for the start of the upcoming season.” While speaking with JIS News, Miss Stiff noted that the Port Authority, with the guidance and support from the Ministry of Health and Wellness, “has been systematically devising and implementing mechanisms and solutions to ensure a safe and secure restart of the cruise-shipping sector within the COVID-19 operational context”. The authority has also been working closely with the Ministry of Tourism and its select agencies in this regard. Several cruise ship calls are secured for the upcoming season, some of which are scheduled to start in mid-November. These, Miss Stiff told JIS News, include inaugural visits as well as calls from ultraluxury premium cruise lines. The port of Ocho Rios has enjoyed a steady schedule of calls since the restart of operations in August, with visits by Carnival Sunrise and MSC Meraviglia, and these should continue throughout the season. Additional port calls will include Holland America Cruise Line – Nieuw Statendam & Nieuw Amsterdam; Crystal Cruises – Crystal Serenity & Crystal Symphony; and Seabourn Cruise Line – Seabourn Ovation, which is a brand-new ship from Saga Cruises (Spirit of Adventure). Marella, the first ship to call at the historic Naval Dockyard in January 2020, returns with four more calls this season. Several inaugural calls are also scheduled, including one of the newest ships from MSC Cruises, the MSC Seashore, which will call at the historic Falmouth Port in November, and the Spirit of Adventure, which will call at Port Royal in March. She said that the high level of interest in Jamaica by cruise operators is attributed, in part, to the successful restart of activities at the port of Ocho Rios, after a 17-month absence due to restrictions arising from COVID-19. She noted that the state-of-art, modernised world-class cruise ports, and facilities also add to the island’s attractiveness as a cruise destination. The country’s favourable global stature in tandem with the allure of the cruise product has brought international recognition, with the island winning four World Travel Awards this year – Caribbean’s Leading Cruise Destination 2021; Caribbean’s Leading Cruise Port 2021: Historic Port of Falmouth; Caribbean’s Leading Home Port 2021: Port of Montego Bay; and Caribbean’s Leading Tourism Development Project 2021: Historic Naval Dockyard, Port Royal. Cruise shipping is one of PAJ’s core business segments, which contributes significantly to the Jamaican economy. The success of many sectors, small and medium-sized businesses and entrepreneurs depends on the viability of cruise shipping. Several professional and stakeholder groups benefit from cruise operations, as the industry plays an integral role in the sustainability of their livelihoods.

EDUCATION MINISTRY WORKING WITH SCHOOLS TO IMPLEMENT SIXTH-FORM PATHWAYS The Ministry of Education, Youth, and Information is working closely with schools to implement the Sixth-Form Pathways programme, including the curriculum offerings. Acting Chief Education Officer in the Ministry, Dr. Kasan Troupe, disclosed during the virtual post-Cabinet press briefing on Wednesday, November 10. “We are working with our schools at this time. We have the year ahead of us to work through some of their challenges. We are going to be speaking to them individually to look at their programme offerings and to do a growth plan with them to see how we can expand their offerings so it will be relevant to the 21st-century demands,” she said. Dr. Troupe noted that several options are being pursued in the implementation of the programme. She said these include the use of off-site facilities and the installation of a senior teacher and program officer in tertiary institutions to give oversight of the execution of the initiative in their institutions. Currently, the Ministry is working with participating institutions to get information regarding the number of students registered under the programme. She said accounting of students’ attendance and performance reports would be monitored across the different institutions via electronic databases. “Once we have that information composed and shared, then we know what is happening with our students, and we are assured of their progress towards certification,” she said. The Ministry will collaborate with several community colleges and other institutions to assist those schools experiencing challenges in accommodating the Sixth-Form Pathways cohort. The new programme is currently being facilitated in 24 private and 10 public tertiary institutions. Sixth-Form Pathways is part of the Government’s implementation of a seven-year secondary school programme for Jamaican students. It allows pupils who complete grade 11 to enroll in the programme and pursue a two-year course of study with alternative opportunities alongside the traditional sixth-form curriculum. It is expected that students will exit the secondary system with certification that will allow them to transition to tertiary education or the workforce.

CABINET TO CONSIDER PROPOSED JAMAICA EMPLOYEE MANAGEMENT POLICY The cabinet is shortly expected to deliberate on implementing a Government of Jamaica Employee Management Policy. The Policy incorporates minimum standards that will, among other things, standardise the approach to employee performance management across the public sector. It is expected to facilitate a performance culture among public servants by enabling them to become results-oriented, high-performing professionals and linking rewards and recognition to achievements. Director-General of the Public Sector Transformation and Modernisation Division, Office of the Cabinet, Veniece Pottinger-Scott, said that the Policy articulates the Government's vision for a public sector characterised by a performance culture that is client-focused and results-oriented. Constantly seeking ways to improve [service delivery] with highly motivated employees empowered to serve Jamaicans effectively." "That is not to say that this is not taking place, but we are standardising the approach so that it is uniformly [instituted] across the entire public sector with recognised [benchmarks]," she added. She was addressing the recent Customer Service Excellence Digital Conference. Meanwhile, Mrs. Pottinger-Scott said notable progress had been made under the Public Sector Transformation and Modernisation Programme (PSTMP) to improve services provided to clients, notably strengthening human resources' capacity.

She pointed out that this was done through a programme targeting strategic human resource management (HRM) development. Mrs. PottingerScott said the aim is to provide HRM management professionals in ministries, departments, and agencies (MDAs) with the necessary training and capacity development to undertake their roles within the new strategic HRM framework and the transformed operating environment within the public sector. “Human resource management professionals from 138 HRM units across the public sector were trained to execute these critical new functions under our programme,” the Director-General informed. The overall PSTMP is focused on bolstering trade, investment facilitation, and service excellence. It will transform the public sector into a customercentric environment with the information and communications technology framework underpinning the industry. This will facilitate integrated technology-enabled public service delivery, human resource management, and institutional strengthening to ensure that employees and institutions deliver results. The digital customer conference was jointly hosted by the Jamaica Customer Service Association (JaCSA) and the Public Sector Transformation and Modernisation Division, under the theme ‘You…Me…We Got the Power of Service Excellence!’.

444 ADDITIONAL HOTEL ROOMS OPEN IN TRELAWNY Destination Jamaica has been boosted with the opening of 444 new suites at Ocean Eden Bay in Trelawny. Ocean Eden Bay is an addition to Ocean Coral Spring, owned and operated by the Spanish Hotel chain H10 Hotels. In an interview, following a tour of the newly opened facility on November 8, Director of Sales, Ocean Coral Springs and Ocean Eden Bay, Tanesha Clarke, said the facility is an adult-only all-inclusive hotel. “This resort offers 444 junior suites, swim-up suites, master suites, and rooftop suites. In addition to that, this resort has six restaurants, a senses dinner theatre, a French restaurant, a steakhouse, as well as a main buffet, beach, restaurant, and snack area,” said Ms. Clarke. She informed that all the guests booked at Ocean Eden Bay will have full access to Ocean Coral Spring, “which is our family-friendly hotel that has 513 rooms, a bowling alley, Convention Centre, a lazy river, a waterpark, a dive centre, and 10 restaurants in total”. The resort also has in place various COVID-19 health and safety protocols, including temperature check upon entrance, sanitisation, and social distancing markers, among others. Ms. Clarke indicated that Ocean Eden Bay started accepting guests on November 1, 2021; however, the official opening ceremony will be held in December. The ceremony is expected to include Prime Minister, the Most Hon. Andrew Holness, Minister of Tourism, Hon. Edmund Bartlett and other tourism officials.

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MAYOR OF MONTEGO BAY WANTS BUSINESS OWNERS TO SPRUCE UP ESTABLISHMENTS

Mayor of Montego Bay, Councillor Leeroy Williams, is encouraging the Montego Bay Chamber of Commerce and Industry (MBCCI) to urge business owners in the city to give their establishments a facelift. Councillor Williams was addressing a Jamaica Information Service (JIS) ‘Think Tank’ held at the offices of the St. James Municipal Corporation in Montego Bay, St. James, on November 8. The Mayor outlined that businesses, especially those on key streets in the city centre, should spruce up their establishments for the Christmas season. “I use this opportunity to call on the Montego Bay Chamber of Commerce to urge business owners and operators to give a facelift to their establishments, especially on St. James Street, Market Street, Harbour Street, and Barnett Street,” Councillor Williams said. “I am sure this will give a new look and feel to the city as we approach the Yuletide season,” he added. The Think Tank was held by the St. James Municipal Corporation to highlight infrastructural and other changes slated to be implemented in the city for the upcoming festive season. Among the topics discussed were the annual Christmas Tree-Lighting Ceremony, vending in the city, and the sections of the parish affected by heavy rainfall on November 8.

PRODUCTIVITY WORKSHOPS COMING IN 2022 Come January, the Jamaica Productivity Centre (JPC), in collaboration with the Hugh Shearer Labour Studies Institute, will be offering a series of workshops on productivity management. The statement was made by the Minister of State in the Ministry of Labour and Social Security, Hon. Zavia Mayne, during the Centre’s virtual productivity workshop on Thursday, November 11. He said the Centre would form and maintain partnerships with other educational institutions, including the Management Institute for National Development (MIND), HEART/NSTA, and the University of the West Indies Department of Economics. He explained that the targeted outcomes of these partnerships would include more research on the factors impacting productivity, including productivity in the curriculum of skills development programmes and offering productivity-centred workshops to public and private entities. Meanwhile, he noted that the JPC would launch productivity clubs and competitions for primary, secondary, and tertiary institutions. He added, too, that the second phase of the productivity innovation competition will be open to the general public. “The winning ideas of the centre’s inaugural productivity innovation competition included an app to support mental wellness among employees, a well-thought-out waste management system, and a way to improve agricultural productivity to a programme to give farmers access to the local invention,” he stated. Additionally, the Centre will also be undertaking research related to post-pandemic job recovery and job creation. The forum was held under the theme, ‘Productivity, COVID-19 and Human Capital Development’. The Jamaica Productivity Centre is responsible for promoting and facilitating productivity improvement in Jamaica. The JPC continually strives to be recognised as the leading regional Centre on productivity growth by enabling Jamaica’s economy to be more productive, innovative, and competitive.

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2021

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