‘Yaad Luv’, a community-based tourism awareness campaign, walked away with top honours as winner of the City Nation Place Award for ‘Best Communication Strategy: Tourism’ in London on November 6.

The campaign, a joint project by the Ministry of Tourism, Tourism Product Development Company (TPDCo), Jamaica Tourist Board (JTB), and Jamaica Social Investment Fund (JSIF), was executed by the US-based marketing consultancy firm Trove Tourism Development Advisors.

Yaad Luv showcased Jamaica’s rich and diverse community-based tourism offerings through vibrant social media storytelling, radio, newspaper, and bus wrap advertising, as well as training in social media and digital marketing strategies, website creation and maintenance, search engine optimisation, and the creation of a new website, www.yaadluv.com.

This initiative was implemented and funded under the JSIF’s second Rural Economic Development Initiative (REDI II) project, which is financed through a loan agreement between the Government of Jamaica and the World Bank.

This recognition marks a significant achievement for Jamaica, as the City Nation Place Awards celebrate global excellence in place branding, marketing, and reputation building. The awards honour innovative strategies that strengthen a tourism destination’s identity, attract investments, engage citizens, and promote sustainable development.

Winning this award underscores Jamaica’s leadership in authentic storytelling and collaborative tourism destination branding, reaffirming the nation’s place on the world stage as a creative, dynamic, and welcoming destination.