JTB – $4.07Billion paid to 3 marketing companies with no strategic plan to achieve goals

Recommendation

JTB should set performance measures that are focused on assessing the intended outcomes attributable to the advertising and marketing programmes. This would allow JTB to determine the extent to which its investment in promoting/marketing the country contributed to reported increases in tourist arrival and the amount spent by each tourist in a specified period. In addition, this would enhance JTB’s ability to correlate the expenditure on promotional activities with revenue earned from visitors.

JAMP Update

JAMP was provided with paper trail of emails, containing directives to public relations and advertising services providers, Burson-Marsteller, Finn Partners and Foote, Cone and Belding (FCB) with respect to the development of plans for their respective assignments. However, we only received documentation to satisfy that annual plans were prepared and provided for all except FCB.

ATI Responses