Jamaica’s latest tourism media campaign is utilising data and Artificial Intelligence (AI), among other tactics, to deliver a successful campaign.

The Jamaica Tourist Board (JTB) is partnering with global marketing agency, Accenture Song, in this endeavour. Building on the success of its current creative engagement campaign with Accenture Song, the JTB will create “impact through the integration of creative and media services”.

The partnership will leverage Accenture Song’s deep insights and AI capabilities to drive innovative, impactful, data-driven, go-to-market and personalisation strategies. It will use AI-powered insights to find new opportunity segments and ways to reach audiences in specific moments of receptivity, along their vacation booking journeys. 

The partners say these insights will be used to develop creative messaging and target media in a way that is “unique” and relevant to each audiences’ interests whether its adventure, romance or luxury.  

Tourism Minister Edmund Bartlett said, “Travellers today are very discerning and very much a part of the internet of things. It is critical that we meet them in these digital spaces in a targeted way to ensure we are creating experiences and services to suit their needs. This will drive more engagement and traffic to the destination.”

JTB marketing manager Kristopher Dacosta commended Accenture Song for being a vital partner in helping JTB “grow its data-driven marketing efforts that reach our market with new, refined infused energy”.

Wendy Glass, client lead of Accenture Song, replied: “It is thrilling to have Accenture Song’s work be a contributing factor to driving interest and bookings to Jamaica this winter.

Continuing, she said: “Jamaica is estimating over 3 million visitors in 2023 and US$3.1 billion to its country, a 20.8 per cent increase year over year, which is a testament to the effectiveness of our marketing partnership.” 

Accenture Song is the global marketing agency of record that represents the JTB. It is the marketing agency that helped to create and position the JTB’s ‘Come Back’ campaign.