Jamaica Strikes a Nostalgic Chord with Global Travellers in Latest Brand Campaign
The Jamaica Tourist Board’s new “Come Back” campaign invites travellers to come back to their best selves by visiting the vibrant Caribbean island destination.
Watch the full advert HERE
London, UK, November 3, 2022 – Jamaica has released a new destination marketing campaign inviting people to come back to their best selves, as the global tourism industry continues to rebound from the pandemic. “In Jamaica, we have seen record levels of arrivals which exceed pre-Covid levels, demonstrating that our travel sector is resilient and so are travellers,” said the Hon. Edmund Bartlett, Minister of Tourism, Jamaica. “As the industry rebounds from the global pandemic which impacted each and everyone of us, we want to let the world know that Jamaica is excited to welcome travellers back with open arms. Our “Come Back” to Jamaica campaign urges visitors to rediscover values perhaps lost before, and during, the overlapping crises of the past three years to help them rediscover their own sense of adventure, natural curiosity, and human connection; ultimately realising their most valuable human potential.”
The inspirational and heartwarming campaign showcases Jamaica’s picturesque natural attractions and its hospitable and friendly people, all working together to help visitors live their best lives.
Every aspect of the campaign was designed to celebrate Jamaica’s unique spirit. For example, the hero film was filmed utilising over fifty local Jamaican crew members across locations spanning from Portland to St. Ann with real couples and families cast to portray an authentic and genuine expression of the country’s rich and dynamic character . The campaign’s 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 Director of Tourism, Jamaica Tourist Board, Donovan White. “While we have plenty of sun, sea, and sand, it’s our unique 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 from arrival.”
The campaign’s creative approach was to develop aspirational itineraries tailored to three 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 holiday, and Seasoned Travellers representing a more mature demographic that has likely visited Jamaica previously. The concepts are uniquely designed to highlight the adventurous, romantic, luxurious, fun and mouth-watering moments which can be enjoyed in the destination; and to wet potential visitors’ appetites, enticing them to book an authentic stay in Jamaica.
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Notes to Editors:
For more information on Jamaica, please visit: https://www.visitjamaica.com/
For all press enquiries please contact: jamaica@prm-global.com
ABOUT THE JAMAICA TOURIST BOARD
The Jamaica Tourist Board (JTB), founded in 1955, is Jamaica’s national tourism agency based in the capital city of Kingston. JTB offices are also located in Montego Bay, Miami, Toronto and London. Representative offices are located in Berlin, Barcelona, Rome, Amsterdam, Mumbai, Tokyo and Paris.
In 2021, the JTB was declared ‘World’s Leading Cruise Destination,’ ‘World’s Leading Family Destination’ and ‘World’s Leading Wedding Destination’ for the second consecutive year by the World Travel Awards, which also named it the ‘Caribbean’s Leading Tourist Board’ for the 14th consecutive year; and the ‘Caribbean’s Leading Destination’ for the 16th consecutive year; as well as the ‘Caribbean’s Best Nature Destination’ and the ‘Caribbean’s Best Adventure Tourism Destination.’ In addition, Jamaica was awarded four gold 2021 Travvy Awards, including ‘Best Destination, Caribbean/Bahamas,’ ‘Best Culinary Destination –Caribbean,’ Best Travel Agent Academy Program,’; as well as a TravelAge West WAVE award for ‘International Tourism Board Providing the Best Travel Advisor Support’ for a record-setting 10th time. In 2020, the Pacific Area Travel Writers Association (PATWA) named Jamaica the 2020 ‘Destination of the Year for Sustainable Tourism’. In 2019, TripAdvisor® ranked Jamaica as the #1 Caribbean Destination and #14 Best Destination in the World. Jamaica is home to some of the world’s best accommodations, attractions and service providers that continue to receive prominent global recognition.
For details on upcoming special events, attractions and accommodations in Jamaica go to the JTB’s Website at www.visitjamaica.com or call the Jamaica Tourist Board on+44 207 225 9090.
Follow the JTB on Facebook, Twitter, Instagram, Pinterest and YouTube. View the JTB blog at www.islandbuzzjamaica.com.