By Al Edwards, Business Co-ordinator
Verona Carter, newly appointed regional PR director for Ritz-Carlton resorts. - Contributed
RITZ-CARLTON RESORTS Jamaica's Public Relations director, Veron Carter has been appointed regional PR director for the resort chain effective August 1st.
Speaking with the Financial Gleaner, Miss Carter said "I am sure that you are aware of my 'story'. I worked in the banking sector for six years with Jamaica Money Market Brokers (JMMB) before being recruited by the Ritz-Carlton to do their public relations in Jamaica. I was based at our Rose Hall property located in Montego Bay. With Jamaica perceived as a place of violence and a question mark placed over its viability as a Caribbean destination, public relations became even more critical to the success of the hotel. I aimed to utilise the Ritz-Carlton brand as a showcase for Jamaica. My efforts landed me the 2003 award for Public Relations Director for the Ritz-Carlton Hotel Company."
To date, the hotel continues to be named among the best hotels in the Caribbean in Travel & Leisure and Conde Nast Traveler magazines. The hotel also got the first and only AAA Five Diamond Award for Jamaica.
Miss Carter added, "We have managed to re-brand Jamaica as an ultimate destination for the sophisticated traveller. This has been one of the greatest joys of my career at The Ritz-Carlton - to establish Jamaica's rightful place as a premier destination for the top end visitor. There is so much natural beauty, culture, arts here and most importantly the genuine warmth and friendliness of our Jamaican people.
GRATIFYING
"It is gratifying to be part of this era of change in tourism. We still have much work to do but it is happening. We are seeing the results."
She noted that public relations is a third party endorsement activity which can be worth at least six times the value of advertising and it is also the art of getting free publicity for the hotel.
"In our resort's case we have experienced an overwhelming amount of positive media coverage and endorsements in all major publications and newspapers including the electronic media. Last year alone we managed to secure over US$1.6 million in printed media endorsements from top international publications. Obviously, it is not just about the hotel but about the destination, Jamaica. As you know, The Ritz-Carlton Hotel Company is a name that is synonymous with luxury and world class hospitality. Therefore it was imperative to use the brand to attract the high-end visitors looking to experience Jamaica and it has worked like a charm."
According to Miss Carter, The Ritz-Carlton Golf & Spa Resort Jamaica enjoys one of the highest repeat business figures in the entire Ritz-Carlton Hotel chain which is a significant achievement as the Montego Bay hotel will be
celebrating its third anniversary on August 25th 2003.
And just how does she see her new role as Regional Director for Public Relations?
"With my new role in the region, I will be looking to position the Ritz-Carlton Resorts as the ultimate hotel chain for luxury hospitality in the Caribbean while preserving its renowned service. My immediate responsibility will be to promote The Ritz-Carlton, St. Thomas which has just completed a US$75 million expansion project. This includes a new spa, 48 new deluxe guest rooms and a new restaurant. I have several media activities scheduled with a press trip pencilled in to the United States Virgin Island Arts Festival.
"I also have to do Lifetime television photo shoots plus host a press event at RCST during the 26th Caribbean Tourism Organisation Conference."
The Ritz-Carlton Hotel Company will open a hotel in Grand Cayman scheduled to be operational in Fall 2004. Two new boutique hotels are due to be launched in Anguilla and on the private island of West Caicos, Turks & Caicos.
