Tempo’s Morton strikes back at naysayers

POSTED: 11/16/12 6:12 PM

St. Maarten – Tempo CEO Frederick Morton set “the record straight” in a press statement about the upcoming Tempo Turns 7 event, claiming that local newspapers, including Today presented “false information” Morton gave an overview of  “what Tempo has already delivered to St. Maarten.” This is his view on the current state of affairs with the $400,000 anniversary celebration.

“Tempo has already delivered over US $3 million in media value to St. Maarten in the United States:  Consider the cost of purchasing a 60 second commercial spot on a major American TV channel: over $800 to air it just once (that’s $13.50 per second). In the last four weeks, Tempo has already delivered to destination St. Maarten over 600 ads per week in 33 markets in the NY tri-state valued at over $2.5 million.  This means thousands of spots throughout the Autumn advertising a Win a Tempo Trip to St. Maarten, running on Cablevision, the largest cable provider in New York City.    Over seventy five networks have been involved, including the Travel Channel, ESPN, MTV, Nickelodeon, CNN, MSNBC, the Food Channel, the Weather Channel, USA, etc.  In the first week of the promotion, over 100,000 Metro NYC residents signed up for a chance to visit St. Maarten.  Since then, over 150,000 more have signed up, making this Cablevision’s most successful promotion ever.   Significantly, St. Maarten as a result of Tempo’s advocacy received this promotion over competitor destinations such as Jamaica, St. Lucia and Trinidad & Tobago.

“In the aftermath of Hurricane Sandy, we are certainly right to be concerned about where tourists will be coming from this season.  But, we already know most will continue to come from this market.   Disingenuously criticizing the single most important marketing initiative for St. Maarten during this critical time is irresponsible.  Tempo is in fact driving promotions in this market at the very time it is needed most.  Indeed, if you consider this promotion alone, approximately a quarter of a million potential tourists have effectively said, through Tempo’s efforts, “I want to go to St. Maarten!”

“Tempo’s United States headquarters is located in the heart of the action, Newark, New Jersey.  Tempo has conducted extensive research with the Rutgers University School of Business in New Jersey on the target market in the tri-state area and has the premier research information on how to reach both visitors and the Caribbean Diaspora.  Accordingly, it would be difficult to imagine a more cost-effective impact on likely tourists for St. Maarten than what Tempo is delivering.

“Tempo has already delivered over $700,000 in advertising throughout the Caribbean Region.  While we tend to discount the Caribbean region for its tourism impact, regional tourism is in fact essential and the Caribbean is the number two or three source market to most destinations.  Our Caribbean brothers and sisters not only make up the difference, but drive the numbers, particularly when our main source market (the US) is under pressure from economic downturns or natural disasters.   Tempo’s impact on regional tourism is undisputed, as documented by Professor Simon Jones Hendrickson of the University of the Virgin Islands, who concluded in a major study that Tempo events move GDP.   With Tempo Turns 7, for example, the network has engaged its regional radio partners to provide over $200,000+ in ads in Trinidad & Tobago, Barbados, British Virgin Islands, Antigua, St. Kitts-Nevis, Anguilla and Dominica specifically to promote St. Maarten.  Moreover, Tempo itself has already delivered over $750,000 in media value throughout the US tri-state area and the Caribbean (and elsewhere): this has included commercials, promos, and original content.

“Tempo is St. Maarten’s Best Friend in Media. Over the past couple of months, Tempo has created 5 one hour episodes of the Cross Caribbean Countdown and 3 episodes of Rise & Shine, in St. Maarten, using local host and local production, not to mention Carnival.  Numerous St. Maarten businesses and artists are being promoted on the Network, as well as fans sharing their love for Tempo.  The rest of the Caribbean is now saying that St. Maarten owns Tempo.

“When all is said and done, St. Maarten is receiving millions upon millions in advertising and exposure to the very coveted source markets every destination in the Caribbean seeks.  And, make no mistake, this event “belongs” to St. Maarten.  Following the event, St. Maarten will finally be poised to develop a signature annual event that can last, armed with the connections, relationships, event management and media production capabilities of Tempo Networks.   The event has been thoughtfully constructed, putting God first as we must, focusing on our youth, recognizing our seniors, the strength of our women and a celebration of the possibilities for our beloved Caribbean.

“The artist line-up is also no mystery.  Just like every other Tempo event before this one, it is hot, including over 12 regional and international acts, with icons and legends performing throughout the week such as The Mighty Sparrow, Marcia Griffith,  Allison Hinds, Denise Belfon, Kerwin Dubois, Edwin Yearwood, Gramps Morgan, Duane Stephenson, and Ziggy Ranking.  And, the international acts, T-Pain and Doug E. Fresh are tweeting/posting about St. Maarten to over 8 million fans and followers.

“St. Maarteners have repeatedly told me they have enjoyed watching these events over the years as it was produced in Trinidad, Barbados, Jamaica, US Virgin Islands, the Bahamas, St. Kitts-Nevis and the United States and wondered when will Tempo turn in St. Maarten?  The opportunity is now here.  Do not be distracted by the always present naysayers and those who would seek to hinder progress and opportunity. My fellow St. Maarteners, everyone is now watching St. Maarten.  Let’s show them how it’s done.   Know that I will continue to work like a beast on your behalf to show the world what I have discovered:  That St. Maarten is a boss country.”

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