JTB announce new UK marketing drive

29th Sep 2004

In a bid to grab a larger share of the UK tourism market the Jamaica Tourist Board (JTB) has announced a new print advertising campaign with exciting and vibrant images, depicting the diversity of Jamaica, and using the tagline (note, not a slogan) of “Once you go, you know.”

The campaign has been designed and produced by Foote Cone & Bedding in New York, developed to increase consideration of Jamaica offering a multitude of unique and authentic experiences and feelings, ‘unlike other Caribbean destinations’.

The campaign seeks to impart the idea that Jamaica is a place to be experienced, not visited.

The new adverts will run across a range of media during October and November and will including weekend supplements such as the Mail on Sunday’s ‘You’ Magazine, Daily Express (Saturday) and Express on Sunday, Sunday Telegraph Magazine and the Sunday Times Magazine.

Jamaica’s Director of Tourism Paul Pennicook notes the importance of this ad campaign and its potential impact on Jamaica’s tourism arrivals, particularly post Hurricane Ivan.


“This series of powerful new advertisements underscore the message that Jamaica is the ideal choice for those holidays makers with a wide range of interests,” he commented.

“Having experienced some of the strongest visitor arrivals from the UK and
Europe during the first six months of this year (14 per cent and 14.7 percent increase respectively for period January-June 2004, compared with same period in 2003), we are confident that we will be back on track to take advantage of the Winter Tourist Season,” he commented. 

Mr Pennicook is confident that above-the-line activity such as this new campaign will assist in the acceleration of the recovery process of the island’s tourist industry. With minimal structural damage in the resort areas of Montego Bay, Port Antonio, Ocho Rios and Kingston, and with most hotels being open for business in Negril, the industry should be ready for the Winter Tourist Season, he assures.

“Going forward our overall marketing strategy will remain extremely strong.
This new ad campaign, together with the added emphasis on public relations, will boost the recovery programme. The strategy will also comprise sales campaigns, a video news release, media campaigns, press releases, fam and press trips. All of these activities will help to communicate that we are very much open for business!” concludes Pennicook.


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