Efforts to intensify over coming weeks

Following a successful weekend launch that saw hundreds of Bahamians enjoying live entertainment and party vibes inside Da Cultural Village, the Bahamas National Festival Commission is set to continue its efforts to market and promote Bahamas Junkanoo Carnival at home and abroad. International efforts have been ongoing for weeks, including the roll out of several direct sales promotions with international tour operators and agents such as Expedia, American Airline Vacations, Delta Vacations and a host of international public relations activities with travel media and travel consumer shows.

Locally, contestants in the Music Masters Song Competition have been engaged in boot camp as their music is being professionally mastered. This has involved them participating in a professional brand photo shoot and the production of individual music videos, all of which will be released in the coming weeks as part of the local marketing campaign.

Road Fever companies staged a spectacular display of their costumes at the launch event on the weekend, generating customer leads for their businesses. They continue with their launch events and other initiatives to market their private businesses. The Official Junkanoo Carnival Street Squad is gearing up to flood the capital and the Family Islands. Over 70 young Bahamians turned out for the Street Squad auditions, eager to lend their talents as dancers, musicians and models to promoting the event and giving Bahamians a taste of the Junkanoo Carnival experience.

All in all, the Bahamas National Festival Commission (BNFC) is confident that as efforts intensify over the coming weeks the public will be fully immersed in all things Bahamas Junkanoo Carnival and prepared to turn out for the Carnival Kick Off event in Grand Bahama on April 15-16.

As efforts intensify, the BNFC will also represent the Junkanoo Carnival brand, having engaged in a restructuring exercise. Unlike last year, where most marketing efforts focused on the Road Fever street parade, the BNFC is committed to developing and promoting the three core components of the festival, which include the street parade, the music and the culture. Collectively, the three components make up Bahamas Junkanoo Carnival: There is something for music lovers, cultural enthusiasts and patrons looking to party. Fans can experience each aspect individually or collectively. The marketing will focus on all three areas.

Highlights from some of the marketing initiatives are listed below.

Launch Event

• Live entertainment by 3 Bahamian bands

• Costume exhibition by 25 Road Fever companies

• Performance by winners of the Music Masters Song Competition

Music Video Shoot

18 music videos shot in five days

All Bahamian production team

Canada Media Luncheon - Feb 18

• BJC 2016 was introduced to more than 80 members of the Canadian media

• Several print and online publications ran stories on BJC because of the event

Washington, DC Travel & Adventure Show - Feb 20-21

• More than 135,000 US travelers exposed to BJC at one of the biggest travel shows in the US

• BJC models in Road Fever costumes were the highlight of the event

• Music Masters Song Competition contestant Khiara Sherman performed with BJC models to her 2015 MM song

Miami Heat vs Chicago Bulls at American Airlines Arena - Mar 1

• A team of six BJC dancers performed on the court with Miami Heat dancers to the winning song from the 2015 Music Masters Song Competition, 'Jump and Carry On”. The BJC dancers wore Road Fever costumes.

• They also performed in the Fan Zone to another MM 2015 song during half time. Some 20,000 spectators were in attendance.

• The BJC dancers also walked through the Arena taking photos with fans and promoting BJC

• Information on BJC 2016 events was given to fans at two Bahamas booths

UPCOMING PROMOTIONS

Atlanta PR & Sales Mission Mar 14 - 15

• 2 BJC models in Road Fever costumes to attend cocktail reception for travel trade, business and community leaders

• A presentation on BJC will be made to those persons mentioned above

Savannah St. Patrick's Day Parade

• Barabbas and the Tribe to perform in the annual parade, and the Gullah Geechee Corridor in South Carolina promoting Junkanoo and Junkanoo Carnival.

Philadelphia Travel & Adventure Show - Mar 19-20

• 2 BJC models in road fever costumes expected to attend and promote

• will introduce event to more than 135,000 pre-qualified travelers expected to attend the event

• Information to be given out to booth

MOT Texas Sales Mission - Mar 20-24

• BJC 2016 events to be promoted in three cities in Texas - Houston, Dallas & Ft. Worth

• 2 BJC models in road fever costumes expected to attend and promote

• Will promote BJC directly to 270 travel agents and 150 marketing planners

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