Jamaica TB launches first price-led ad campaign

The Jamaica Tourist board has launched its first ever price-led advertising campaign in the UK.  Partnering with Thomas Cook and Virgin Holidays, the campaign features seven-night all-inclusive packages for under £800.The campaign will run for a total of two months and includes bill board poster sites, print and online media, and outside broadcasts in Jamaica from a number of mainstream radio stations.  The billboard campaign kicks off this week with a total of 30 sites in London, the south east and the east of England.  In London alone the campaign takes up 17 per cent of all bill board sites.

(Above: a leaderboard from the campaign)

The Jamaica Tourist Board’s Regional Director, UK/N.Europe Elizabeth Fox said:
“Launching an advertising campaign in January is not unusual for the JTB given that this month is the busiest booking period of the year.  However, given the current economic climate we wanted to really incentivise Brits by promoting great value at an unbeatable price.”

“We know all inclusives are popular this year as they help visitors control their spend and offer excellent value for money. The quality of the product is second to none and we feel on a gloomy day in January our eye catching ads will inspire potential holiday-makers to make that all important booking,” she added.


“It’s critical, now more than ever, that we invest in promoting the brand. We have to ensure Jamaica is top of mind if we are to weather this economic downturn. Brits will continue to travel but their choices will be more considered and competition will be stiff. Throughout 2009 we will be focusing on promoting Jamaica as a great value destination offering beleaguered Brits a welcome escape from the doom and gloom of the credit crunch.”