JTB announces UK print advertising campaign

1st Feb 2005

The Jamaica Tourist Board (JTB) announces the latest instalment of its print advertising campaign that will rollout in the UK from the beginning of
February.  Each advert will feature exciting and vibrant images, depicting the diversity of Jamaica, and using the tagline of “Once you go, you know.“The campaign, was designed and produced by Foote Cone & Bedding in New York, and was developed to increase consideration of Jamaica offering a multitude of unique and authentic experiences and feelings, unlike other Caribbean destinations. Launched in October 2004, the campaign seeks to impart the idea that Jamaica is a place to be experienced, not visited.

The advertisements will appear across national press and weekend
supplements, in the Evening Standard’s ES magazine, and in consumer titles including Conde Nast Traveller, Vanity Fair and the Radio Times.

Jamaica Tourist Board’s Director of Tourism Paul Pennicook said:

“We are continuing our series of powerful new advertisements to underscore the message that Jamaica is the ideal choice for those holidays makers with a wide range of interests. Last year Jamaica experienced some of the strongest ever visitor arrivals from the UK and Europe, and 2005 is already looking incredibly promising.

As we approach the Jamaica Tourist Board’s 50th anniversary, we are
committed to growing our business out of the UK and Europe.  This latest advertising burst will be supported by added emphasis on public relations.Our marketing strategy will also include sales campaigns,  press releases, fam and press trips. We will also be unveiling specific initiatives to celebrate the 50th anniversary, so watch
this space!” concluded Pennicook.




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