Air Jamaica resumes marketing offensive

Friday, September 23, 2005

NEW YORK, USA: After weathering bumpy skies following the government take-over of Air Jamaica about a year ago, Paul Pennicook, a member of its board of directors is presenting an optimistic outlook for the airline which should soon announce a new chief executive officer.

Speaking at the launch of the 2006 Air Jamaica Jazz and Blues Festival in Manhattan, Pennicook, who is also Jamaica's Director of Tourism, said the flag carrier has completed its five year business plan which calls for a 15 plane operation. He reports that all 15 aircraft are now back in service following the unexpected maintenance program earlier in the year.

"Our reliability is absolutely getting back on track, our dependability is back on track ... the service is excellent and we are very confident that we are getting it on the right path," reported Pennicook at the legendary BB King Blues Club and Grill on 42nd Street.

He admitted however that with the debt burden and high fuel costs, profitability was an elusive goal. "Operationally we should be profitable in a couple of years and then further down the road we should be able to start addressing debt servicing."

US-based senior executive George Demercado said Air Jamaica was now focused on consolidating operations and ensuring that they run smoothly and seamlessly. He all but confirmed resumption of service to one of its suspended gateways, presumably St. Lucia, saying, "Stay tuned because it'll happen soon." 

Barbadian Anthony Bowen, President of the St Lucia Hotel and Tourism Association, recently told the Caribbean Media Corporation that his organization is prepared to do whatever it can, including "some sensible discounting", to attract Air Jamaica back to the island.

Demercado also declared there are no plans for Air Jamaica to change its renowned in-flight hospitality, in response to developments with low cost carriers. In fact, says Demercado, "We are not changing anything from what we have now. We are going to continue to provide the service that people have come to expect from Air Jamaica . we are going to take on the low cost carriers head-on and we are going to succeed and we are going to win."

The three day Air Jamaica Jazz and Blues Festival is set for Rose Hall Resort and Country Club in Montego Bay from Thursday, January 26 through to Saturday, January 28 next year. The festival will feature the likes of Al Green, Shaggy, Maxi Priest, Morgan Heritage, Air Supply, Richie Stephens, Nestor Torres, and Byron Lee, who will be honoured for 50 years in the music industry.

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