Pax Global Media
Jamaica has launched a new advertising campaign inviting people to come back to their best selves in Jamaica.
“In Jamaica, we’ve been recording arrivals that exceed pre-COVID levels, demonstrating that our travel sector is resilient and so are travellers,” said the Hon. Edmund Bartlett, Minister of Tourism, Jamaica, in a statement on Wednesday (Nov. 2).
“While everyone has been impacted by the pandemic, we want to let everyone know that Jamaica is good for the spirit. Therefore, it is the ideal destination to help people rediscover their sense of adventure, natural curiosity, human connection, and ultimately realize their most valuable human potential.”
Created by the Jamaica Tourist Board’s advertising agency of record, Accenture Song, the campaign showcases Jamaica’s natural attractions and welcoming people working together to help visitors live their best lives.
The campaign was filmed utilizing over 50 local Jamaican crew members across locations in Jamaica spanning from Portland to St. Ann.
Real couples and a real family were cast for the campaign so it would portray an authentic experience.
Campaign music is also an original score created by Jamaican music producers.
"We felt it was important to really show people what Jamaica is all about and what differentiates it from other competitive destinations,” said Donovan White, director of tourism, Jamaica Tourist Board. “While we have plenty of sun, sea, and sand, it’s our uniquely Jamaican culture – from our music to our food to our people – that really distinguishes us. It’s the reason travellers choose to come here – so they can experience and connect with our vibe that comes alive.”
The approach was to create aspirational itineraries tailored to three distinct personas: Adventure Seekers, representing a younger demographic discovering Jamaica for the first time; Family Planners, representing the young family demographic experiencing a long-anticipated family vacation; and Seasoned Travellers, representing an older demographic that has likely visited Jamaica previously.
The itineraries are each designed to highlight adventurous, romantic, luxurious, fun, and mouth-watering moments to fulfill potential visitors’ appetite for a genuine Jamaican vacation.
To view the 30-second commercial currently airing in the Canadian market, click here.
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