The Jamaica Tourist Board recently announced that Jamaica will offer the world’s first destination loyalty card, the OneLove card. The announcement came fresh on the heels of excitement surrounding Jamaican sensation Usain Bolt’s world-record breaking and gold-medal winning 100-meter sprint at the Beijing 2008 Olympics. The program will launch in early 2009.
“In today’s competitive landscape, destinations must seek to differentiate themselves and get closer to the final decision maker,” said Jamaica’s Deputy Director of Tourism, Zachary Harding. “The launch of this world-first destination loyalty card is Jamaica’s first step towards embracing customer-relationship marketing in tourism. OneLove is in keeping with Jamaica’s lifestyle and message of peace, love and unity.”
The OneLove membership card provides travelers with VIP service and the ability to redeem points for hotels, attractions, ground transportation and special events. The card will allow the destination to track and better match specific needs of the consumer with the actual destination products they want.
The first OneLove commemorative card, featuring Beijing 2008 Olympic Champion Usain Bolt and the current Miss World, Zi Lin Zhang, was presented by Jamaica to Miss Zi Lin Zhang who graciously accepted an invitation to visit Jamaica next year for the inaugural staging of the 100m World Beach Sprint.