Digicel and Appleton Special attribute success to camaraderie among partners
The 9-week carnival 2015 season came to a beautiful end with a kaleidoscope of colours that paraded through the streets of Kingston. Two of Jamaica’s biggest corporate brands, Digicel and Appleton Special are now singing high praises for the soca-filled months.
In addition to their usual sponsorship of soca parties, the two brands teamed up to host the Carnival Pon di Road Series, which saw weekly soca fetes being held in major towns across the island. The fetes involved all the fittings to give patrons a true carnival experience, including soca music played by the party animal Kurt Riley and ZJ Sparks as well as coloured powder and paint.
Gary Dixon, Marketing Director at J Wray & Nephew was equally pleased, “
We are thrilled that we could bring the essence of carnival to the rural parts of Jamaica. Each parish was receptive and had a great experience. We saw the energy and colourful vibe of our consumers each week. This was a fantastic partnership with Digicel to bring the excitement and revelry of Carnival to a wider audience."
The brands also teamed up for Pandemonium where patrons received a real treat in the form of a high-energy performance by Power Soca Monarch winner, Machel Montano.
The final hooray was at the road march with the two Digicel/Appleton Special trucks leading the parade followed by the largest amount of revelers ‘chipping down the road’.
Digicel’s Marketing Director, Peter Lloyd said, “We were very excited that we took this 360 degree approach to Carnival. Ultimately any sponsorship that we take on is about adding value for our customers. We gave them unforgettable moments that they will always share from our free fetes to the great deals on Digicel smartphones and data and of course Appleton Special. Certainly we made the season one that our customers will be having ‘tabanca’ for.”
“We want to thank all our partners that made this carnival season a success including Bacchanal Jamaica, Main Events and Sun Nation,” ended Lloyd.