The Jamaica Tourist Board (JTB) is running its international advertising campaign on SkySport aimed at positioning Jamaica as the place to be during the Cricket World Cup 2007. This latest campaign will run for the duration of the Ashes.
The JTB has also embarked on its first internet advertising campaign to promote Jamaica as a destination of choice which includes presence on media such as Google, Yahoo and Lastminute.com.
Adverts with exciting and vibrant images highlight the diversity of Jamaica, and carry the tagline of “Once you go, you know”. They will continue to convey the message that Jamaica offers a multitude of unique and authentic experiences and feelings, unlike other Caribbean destinations. When it comes to the Cricket World Cup, visitors will be able to combine world class cricket with world class facilities from beaches to boutique hotels, spas to duty free shopping - great for both cricket widows and for time away from the crease.
Jamaica Tourist Board’s Regional Director for UK, Ireland and Northern Europe Elizabeth Fox notes the importance of this particular campaign and its potential impact on Jamaica’s tourism arrivals during the Cricket World Cup:
“Jamaica’s campaign on SkySport commenced with The Ashes. This is our first time advertising with Sky but we believe that in light of its reach and stature amongst sports fans, that it presents the perfect platform to showcase all that Jamaica has to offer fans during the Cricket World Cup in 2007. Jamaica will host the Opening Ceremony of the tournament, together with a number of warm up matches, six first round group matches and one semi-final.
“Our campaign urges fans to choose Jamaica as their base for the Cricket World Cup, and this is underpinned by the message that Jamaica is the ideal choice for fans, their families or friends as it offers such a wide range of interests,” concluded Fox.