A host of media and travel professionals came out to welcome the JAMAICA Jazz and Blues Festival on its very first launch in Toronto, Canada. The festival was launched at a luncheon held at one of Toronto's largest hotels, the Delta Chelsea, on October 15.

Walter Elmore, in his address to the group, said that having now come to Canada, there was no turning back.

"Canada provides the fastest growing segment in the tourist arrivals for Jamaica," Elmore remarked, "And so we believe that it is a prime market to which we should extend our marketing and promotions for the festival."

While not revealing the entire line-up for the event, Elmore did mention some names that were already confirmed. "We are happy to have just signed Jennifer Hudson for the 2010 Festival," he boasted. "Jennifer has a magic that surrounds her and the Jamaican audience loves her. We feel she is an excellent addition to the line-up."

Also on the bill are Hall and Oats, Jon Secada, Monty Alexander, Roy Ayers, Third World, Billy Ocean, Joe Roy Jackson, Kelly Price, Tamia, Deborah Cox, Marion Hall and the Max Klezmer Band, a polish jazz band. Several headliners are still to be confirmed.

14th staging

The Jamaica Jazz and Blues Festival will have its 14th staging from January 24-30. Starting on January 24, through to the 27th, the festival will feature a range of performances in major hotels in Montego Bay as well as at Cornwall Beach and Blue Beat Martini Bar. It will also host a performance at Dolphin Cove in Ocho Rios, St Ann. The week of activities will culminate in three nights of highly anticipated performances (January 28-30) at the Aqueduct at Rose Hall, St James.

Elmore also announced the introduction of the first Usain Bolt 9.58 SuperParty, which is planned for December 4-5 at Richmond Estate in St Ann. Elmore said the party was expected to be one of the most exciting new events on the Jamaican entertainment calendar and he expected it to also be a big draw for visitors to the island.

Elmore stressed the importance of the role that events, such as the JAMAICA Jazz and Blues Festival and the Usain Bolt 9.58 SuperParty, play in enhancing the tourism product of Jamaica.

Speaking on behalf of Air Jamaica, a platinum sponsor for the 2010 festival, Norma Sale, area sales manager for the airline in Canada, expressed her pleasure at having the TurnKey team in Toronto. Sandra Scott, regional director for the Jamaica Tourist Board in Canada, also expressed her pleasure at hosting the team.

"We will work closely with TurnKey Productions to help to spread the word about the festival in Canada," she said. "We have been extremely pleased with the growing interest that the Canadian market is now showing in Jamaica and the festival will provide an excellent additional attraction for Canadians who are constantly seeking ways to get away from the cold in January," she said. "Try and stay warm until you get to the festival in January, where you will be embraced by the warmth of the people and island of Jamaica," she added.

Festival objective

Elmore added that increasing visitor arrivals by providing quality entertainment remains the objective of the festival.

"TurnKey Productions presents events that can attract international participation during the times when there are gaps in Jamaica's visitor arrivals. This was the original objective of the Air Jamaica Jazz and Blues Festival when it was started nearly 15 years ago, and it still remains the prime focus of the event," he said. "When we started the festival, the end of January was a very slow period for the tourist industry, and having the festival staged at that time created a demand for hotel rooms. Eventually the three days of the festival became one of the busiest times for the hotels all along the north coast. Now with the addition of nearly 4,000 new rooms, we now have to start afresh and work to attract more persons to the island. This is one of the main reasons for our new Canadian thrust in marketing the festival."

Present at the launch was Nigel Smith, acting consul general for Jamaica in Canada, as well as Annmarie Bonner, the former consul general. Smith expressed his pleasure in receiving the team and welcomed the promotion of the event in Canada.

Canadian-born Robin Banks, who will be performing at the festival, was also in attendance and expressed her excitement at being able to once again be a part of the experience. Banks performed at the festival in 2007 during a three-year period in which she has made Jamaica her home.