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Jamaica’s new tourism campaign is encouraging travellers to come back to the best version of themselves — while in Jamaica.
“The campaign really speaks to the countless things we have all lost in the past years as a result of not travelling — our sense of adventure, or spontaneity, or our ability to connect with one another are all dusty and out of practice,” Angella Bennett, regional director, Canada for the Jamaica Tourist Board, told Travel Courier. “Now more than ever, we have an opportunity to do what we do best — help the world come back — not just to Jamaica but to their best selves. With this campaign, we’re inviting everyone to shake off the cobwebs, dial up their curiosity and come back to the vibe that comes alive only in Jamaica.”
From wellness to romance to a sense of spontaneity and adventure, the campaign showcases some of the natural attributes that set Jamaica apart. Not only was the material captured by a local crew, real couples and a real family were cast for the campaign so it would portray an authentic experience.
“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 for the 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.
Bennett says that since April, the Canadian market has continued to recover at an accelerated rate with September figures nearing 2019 levels.
“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. “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.”
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