Junkanoo must receive a substantial overhaul to its marketing strategies if it is to realize its full potential for attracting tourists and contributing to economic growth, according to a research group from a leading American university .
Stuart Levy, associate teaching professor of management at The George Washington University (GWU) School of Business, told Guardian Business there is significant room for improvement in Junkanoo's paid (advertisements), earned (word of mouth), and owned media services, particularly through an increased social media presence.
"We looked at the experience from marketing, bookings and arrivals. A couple of our recommendations focused on the marketing side of things. The website experience -- being able to book tickets more easily online -- there's real opportunity for improvement there," said Levy.
He noted that the researchers had experienced some trouble finding paid advertising for the festival on an international scale. While Levy understood that the government is strapped for funds to promote the festival, he stressed that Junkanoo would benefit tremendously from broader advertising, including a centralized site for the festival to streamline the booking process.
Among the small changes that could have a considerable impact on free advertising, Levy suggested that festival organizers install a free Wi-Fi service through a local provider, which would capitalize on the downtime between group rushes by allowing guests to share photos and videos of the event.
"When people are able to share videos and photos, that would really build an incredible buzz and enable both Bahamians and tourists to be ambassadors for Junkanoo. Once they're sharing with their friends back home, it could be really powerful," said Levy.
A College of The Bahamas (COB) report published in October last year revealed that Junkanoo annually costs over $18 million, with unpaid labor accounting for $10 million of that total. With ticket sales for the festival averaging below $1 million for several years, the report called attention to Junkanoo's untapped economic potential.
The report, conducted by Dr. Nicolette Bethel, noted that only nine percent of tourists surveyed in 2010 had attended Junkanoo, while only 35 percent had even heard of the festival. Levy confessed that several researchers were similarly unaware of Junkanoo before traveling to The Bahamas, but now viewed it as an absolutely essential part of the country's cultural offerings.
One student suggested that Junkanoo organizers could boost tourist awareness through partnerships with local hotels for ticket sales and other offers, stating: "The tourists are already here. Having tickets or information available would be huge and it's not being done on a large scale."

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