The Jamaica Tourist Board (JTB) has announced that it will be launching a
TV and print advertising campaign aimed at UK travel trade and consumers in October. Adverts with exciting and vibrant images, will highlight the diversity of Jamaica,
and will carry the tagline “Once you go, you know.”
The campaign, designed and produced by Foote Cone & Belding in New York, has been
developed to increase consideration of Jamaica as the most diverse Caribbean
destination offering a multitude of unique and authentic experiences and feelings.
The campaign seeks to impart the idea that Jamaica is a place to be experienced, not
The new adverts will run across a range of media during October and November with a
further burst planned for January 2006.
Jamaica Tourist Board’s Regional Director for UK and Northern Europe Elizabeth Fox
notes the importance of this ad campaign and its potential impact on Jamaica’s
“We are returning to TV with a series of powerful new advertisements that underscore
the message that Jamaica is the ideal choice for those holidays makers with a wide
range of interests,” she commented. This TV advertising will bolster the print
campaign, and we believe this strategy will help us to penetrate a range of
audiences. Early numbers indicate that Jamaica is on track to experience a strong
Winter Tourist Season,” she stated.
Ms Fox is also confident that above-the-line activity such as this new campaign will
assist in the acceleration of visitor numbers this season.
“Going forward our overall marketing strategy will remain extremely strong. This
new ad campaign, together with the added emphasis on public relations, will further
boost visitor numbers for our Winter Tourist Season. The strategy will also
comprise sales campaigns, training programmes, European road show, media relations,
fam and press trips, and a number of new initiatives to be launched at World Travel
Market in November. All of these activities will help to communicate that Jamaica
is the place to be this Winter” concludes Fox.