WASHINGTON DC, USA, September 17, 2007 – The television network that markets to ethnic audiences, BET, has announced a deal to work with the Anguilla Tourist Board in delivering the Fifth Anguilla Tranquility Jazz Festival.
It will be their fifth such production which will include event production, programming lineup and an advertising campaign.
The “Cool Like That” channel will broadcast two half-hour programming specials highlighting Anguilla’s unique tourist attractions, including exclusive footage from the 2007 Anguilla Tranquility Jazz Festival produced by BET Event Productions. It will also produce a strategic marketing campaign to promote festival-related activities.
The jazz event takes place from November 8 to 11, 2007.
The star-studded lineup will feature the legendary Grammy-winning jazz vocalist Diane Schuur; Jamaican pianist Monty Alexander; Indie-Soul artist Liv Warfield; jazz maestro Mike Phillips; Grammy Award winning songstress, writer and producer Cassandra Wilson; gifted bassist and composer Reuben Rogers; and renowned jazz musician and collaborator Onaje Allan Gumbs; along with young, talented Anguillian musicians under the leadership of Lennox Vanterpool.
The Anguilla Tranquility Jazz Festival preview show is one of two Caribbean specials that BET will produce, and features show hosts, Anguillian beauty Rosanna Browne and jazz musician Mike Phillips.
The pair will visit various tourist attractions, including idyllic beaches, pampering hotels, villas and spas, as well as highlight a variety of island activities guaranteed to attract island goers. The cable channel will also produce a 30-minute post-show program that will showcase exclusive festival footage, including sizzling performances, up-close and personal interviews and behind-the-scenes show clips.
Both programming specials will air multiple times on BET J’s “Island Lime” Saturday programming lineup, as well as on BET.
This summer, BET J also launched a comprehensive advertising campaign to run through November 2007 across all media platforms to raise Anguilla’s profile, boost tourism arrivals, and heighten anticipation leading up to the 2007 Anguilla Tranquility Jazz Festival.
The joint marketing and advertising efforts include a BET J-produced on-air commercial airing on BET J and other cable channels reaching over 27 million viewers; an extensive radio campaign in key US and Caribbean markets, and a strategic ad and signage placement in urban magazines and throughout various Caribbean-themed events.