Campaign showcases Jamaica’s natural attractions and welcoming people

Durrant Pate/Contributor

Jamaica has launched a new tourism advertising campaign inviting people to come back to their best selves in the island.

Created by the Jamaica Tourist Board’s advertising agency, Accenture Song, the campaign showcases Jamaica’s natural attractions and welcoming people working together to help visitors live their best lives. The campaign was filmed utilising more than 50 local Jamaican crew members across locations in Jamaica spanning Portland to St Ann.

Real couples and a real family were cast for the campaign so it would portray an authentic experience. Campaign music is also an original score created by Jamaican music producers.

The approach in the campaign is to create aspirational itineraries tailored to three distinct personas: Adventure Seekers, Family Planners and Seasoned Travellers.

Explaining the campaign concept

For the campaign, Adventure Seekers represents a younger demographic discovering Jamaica for the first time,

Family Planners are the young family demographic experiencing a long-anticipated family vacation and  Seasoned Travellers represents an older demographic that has likely visited Jamaica previously.

The itineraries are each designed to highlight adventurous, romantic, luxurious, fun, and mouth-watering moments to fulfill potential visitors’ appetite for a genuine Jamaican vacation.

In explaining more about the concept for the new ad campaign, Director of Tourism Donovan White said: “We felt it was important to really show people what Jamaica is all about and what differentiates it from other competitive destinations.”

According to the tourism director, “while we have plenty of sun, sea, and sand, it’s our uniquely Jamaican culture – from our music to our food to our people – that really distinguishes us. It’s the reason travellers choose to come here – so they can experience and connect with our vibe that comes alive”.

For his part, Tourism Minister Edmund Bartlett remarked: “In Jamaica, we’ve been recording arrivals that exceed pre-COVID levels, demonstrating that our travel sector is resilient and so are travelers.”

Continuing, he said: “While everyone has been impacted by the pandemic, we want to let everyone know that Jamaica is good for the spirit. Therefore, it is the ideal destination to help people rediscover their sense of adventure, natural curiosity, human connection, and ultimately realise their most valuable human potential.”