Case Study Communication CASE:

AC Hotel Opens in Jamaica The first-ever AC Hotel in Jamaica has officially opened its doors in the heart of Kingston. Marriotts design-focused boutique hotel brand has launched its new outpost in Kingston, a 219-room hotel that becomes the second AC Hotel in the Caribbean, along with the AC Hotel in San Juan, Puerto Rico.

The debut of a brand like AC Hotels in Kingston will solidify the citys status as a strong city tourism destination, said Jamaica Tourism Minister Edmund Bartlett, who has been pushing for Kingston to grow as a tourism destination. In fact, its the second new hotel to open in Kingston in a month, along with the newly-launched R Hotel.

The hotel includes a pool, two dining concepts; a daily breakfast buffet; a 24-hour fitness center and more than 18,000 square feet of event space.

We are delighted to welcome our first AC Hotel to Jamaica, offering travelers a modern aesthetic and intuitive service, as well as an opportunity to slow down and uncover the beauty in the essential while visiting the destination, said Toni Stoeckl, Vice President, Distinctive Select Brands for Marriott International, and Global Brand Leader, AC Hotels by Marriott.

The hotel is the product of a partnership between Marriott International and Sandals Resorts International.

My family and I are determined to play our part in building the economy in the Caribbean. This is a monumental occasion as we venture beyond the beach to establish our first AC Hotel by Marriott, said Adam Stewart, Deputy Chairman of the Sandals Resorts International and ATL Group of Companies. We are excited to work with a global company like Marriott International, while retaining the local Jamaican touch for guests visiting the city.

Questions: As a Marketing Consultant, you have been asked to advise the Marketing Manager of AC Hotel on how the company can seek to increase the use of their rooms, services and facilities during this period of restriction brought about by COVID-19 global pandemic. The following should guide your advice:

Question:

Advise the Marketing Manager on how you would use the following advertising appeals to generate awareness:

Humour Timeliness