Jamaica Tourist Board Debuts New Ad Campaign

KINGSTON, JAMAICA, April 21, 2021 – The Jamaica Tourist Board (JTB) is embarking on a new TV advertisement campaign aimed at consumers who are ready to plan their next trip. This is driven by increasing travel demand as confidence continues to grow with expanded vaccinations in the U.S.

Footage for the TV advertisements was shot on the island in November and have already started rolling out in major U.S. markets, including New York, Dallas, Houston and Baltimore. The campaign is a continuation of the “Jamaica Heartbeat of the World” brand positioning that was first launched at the beginning of 2020 and interrupted by the pandemic. Spots will run through the last week of May and will be evenly dispersed across dayparts.

“We have great confidence that now is the time to reach out to consumers who are eager to take trips that they may have had to postpone last year,” said Hon Edmund Bartlett, Jamaica’s Minister of Tourism. “With access to vaccinations continuing to expand and our comprehensive JAMAICA CARES health and safety programme already in place, Jamaica is well poised to welcome more visitors.”

The Jamaica Tourist Board continues to institute the most comprehensive COVID-19 safety protocols and was one of the early leaders in its commitment to protecting the health and well-being of its citizens and visitors. “Travellers will get a sense of inspiration from these new advertisements and we look forward to welcoming them back to the island,” said Donovan White, Jamaica’s Director of Tourism. “We remain confident that through the destination’s resiliency we can deliver a COVID-19 secure experience for all visitors.”  

Through the JAMAICA CARES program, the destination has outlined a comprehensive approach with laser-like focus on delivering the highest levels of health and safety for visitors, tourism workers and local communities.

The 30-second advertisement can be viewed here: https://tinyurl.com/7jhw9aua

For more information on Jamaica, please go to www.visitjamaica.com.

Posted in: 2021 News, Blog, Destination News

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