Caribbean Airlines signs on as new sponsor of Reggae Sumfest
December 5, 2018
December 5, 2018
With approximately 11,000 merchant locations accepting Mastercard on the island, the leading technology company in the global payments industry said the decision to use Jamaica as the first Caribbean island to launch its ‘I Accept’ campaign was an excellent idea.
For the first time in Mastercard’s history for the region (Caribbean and Latin America), the new campaign, which started advertising locally and on social media in April this year, had all the content for the commercial shot on the island using local talent.
“This was a chance for us to present the brand to the Jamaican people with Jamaican flavour. It was a lot of learning to develop more intimacy with a lot of customers,” said vice-president of marketing and communications for the Caribbean, Luis Araujo.
In an interview with The Gleaner on Wednesday during Mastercard’s media day in Miami, Florida, Araujo said its ‘I Accept’ campaign is aimed at increasing its presence locally by using a holistic approach. The goal is to extend its reach and be accepted in more places.
“We are seeing an increase in terms of real acceptance as it relates to location growth, which is the primary driver of this. We are measuring impact in terms of brand acceptance perception, so those results are going to come by the end of this year once we close the cycle of the campaign. The idea is to continue repeating these type of activations in 2019, increasing our relevancy and bringing more local content to the market,” said Araujo.
In three years, Mastercard is hoping to double the number of merchants using its service, targeting small and medium-size businesses that do not accept any electronic means of payment in Jamaica. Based on the feedback from the ‘I Accept’ campaign, it will be replicated across the Caribbean.
… Reggae Sumfest went cashless
Another first for Jamaica and Mastercard also occurred this year. The company sponsored its first music festival in the form of Reggae Sumfest and, for the first time in the festival’s 26-year history, assisted it to go cashless.
“That was terrific. You know, you start with a traditional approach and say, ‘Let’s sponsor this event’. Music is super relevant across the Caribbean and, in particular, in Jamaica. You know, reggae is just [a] synonym for Jamaica,” said Mastercard’s vice-president of marketing and communications for the Caribbean, Luis Araujo.
“So, what we identified there was not only an opportunity to connect with a passion point of the Jamaica people, to drive more local relevancy, but also to kind of create controlled ecosystems. It was a chance for us to showcase our technologies, such as contactless payments, the convenience of not carrying cash into this type of event, and that also represents an opportunity for us to educate our cardholders and our partners.”
Mastercard said it is interested in developing more local partnerships and is ready to go above and beyond traditional sponsorship.
“We want to partner more in the gastronomy area with relevant partners in the travel area, in shopping as well, those things that can help us connect more on a day-to-day basis with Jamaicans,” said Araujo.
018’s Sumfest’s Reggae Night on Saturday, July 21, 2018 featured a stellar line up of artistes that did not disappoint the thousands of fans present at Catherine Hall, Montego Bay. Among those who graced the stage were Naomi Cowan, Keznamdi, Hawaiian reggae artiste J Boog, Fantan Mojah, Jesse Royal and Maxi Priest who graced the stage and brought the audience down memory lane, delivering a full set of his repertoire.
Fresh off his European tour and celebrating his earthstrong, Jr. Gong delivered a solid performance doing several songs of his Stony Hill album before closing with his anthem Welcome to Jamrock. To the delight of the audience, he was joined on stage by his son Elijah who dedicated his version of Stevie Wonder’s I Just Called to Say I Love you to his dad for his birthday. Beres Hammond, who received his Lifetime Award two nights prior was his usual exceptional self-delivering hit at after hit. During his set that lasted over an hour and a half, the crowd could be heard screaming and singing along to the ever popular songs including Full Attention, Double Trouble and Can You Play Some More. He invited Beenie Man to join him on stage for a cameo appearance during which he the Doctor made up some impromptu lyrics with his usual catchy phrases.
One of the best dancers in the industry; Cham with his all-female band and his lovely dancers gave the audience all the hits he is known for. The show which ended in the wee hours of the morning was closed by the fireman Capleton. Die-hard fans who remained to the end were treated to his lively and energetic performance.
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By Steve James for United Reggae — August 6th, 2018
Some of the biggest dancehall entertainers in the business turned out for this year’s staging of Reggae Sumfest 2018 Dancehall Night which was held at Catherine Hall, Montego Bay on July 20, 2018. The show started promptly at 7pm. The audience were treated to performances by new Ghanaian sensation Stonebwoy. On the heels of his upcoming album Hope River and though he came on early in the lineup, Sasco delivered a commanding performance. Bounty Killer delivered his usual high energy performance with his stinging social commentary. The audience went wild and stayed with him throughout his set. Spice who was fully decked in her Wakanda inspired outfit also delivered a very entertaining perfromance. Great performances were also done by Sizzla, I Octane, Ding Dong and Ravers Clavers. Aidonia and Masicka were among the other acts that performed.
There was no question that each artiste who performed came to deliver in their best, and that they did. Popcaan who performed in the early hours of Saturday morning was joined on stage by Dre Island to sing their hit single, We Pray. Dancehall night was fittingly closed with a ‘Mobay Tribute’ which included Rygin King, Teejay & Tommy Lee Sparta.