Jamaica recently launched its Heartbeat of the World campaign, showcasing the natural beauty and unique culture that the island has to offer.
The ad was expected to air during the recent football event in Miami, it was expected to play in northeast markets for New York and Philadelphia, as well as in Chicago and the Midwest.
The campaign is meant to reaffirm their position as a leading destination in the travel space, and they hope to promote the thought for those watching that they must experience Jamaica at some point in their lives.
The campaign is seeking to highlight the influence that Jamaica has on the world, despite its small size.
It isn't just a place to find beautiful beaches but also a unique destination with lively sports entertainment, an array of delicious food options, great music to offer, and much more. They are looking to highlight a variety of elements that are unique to the island including adventure, wellness, and nature, not just the usual food, sports, or music.
For the Heartbeat of the World ad they used a re-recorded version of Bob Marley's Could You Be Loved, which was re-recorded by his son S. Marley.
Voters with the World Travel Awards have designated the Jamaica Tourist Board, founded back in 1955, as the Caribbean's Leading Tourist Board. They have several offices around the world.
They are hoping that the sky is the limit for their tourism endeavors. They have been working hard to try and align themselves with tour operators and airlines to provide competitive packages and also connect with travel agents as they recognize them as a major source of business for them. They have employed a multilevel strategy to drum up more Jamaican tourism and they expect it to pay off in no time, with a busy winter season.
And the visitors are coming from all over, and for obviously different reasons, which means by highlighting multiple elements they are more likely to attract increased visitor numbers.
“One thing we found out is that Latin Americans love our music,” which is fitting, given that Kingston is now a ‘City of Music’. ...We brought a lot of Latin American press (from Brazil, Argentina, Chile) to Jamaica and while we took them all over, they were really interested in our music.”- Dawson, JTB deputy director
Upcoming James Bond Film To Feature Jamaica
Other filming locations for the James Bond 2020 No Time To Die film include London, Norway, and Italy.
The No Time to Die film is expected to be released in April 2020 and with a budget of more than $200 million they can only hope that this one will turn into a quick success.
Later in April, Jamaica will again be featured along with other nations during the 2020 Summer Olympics and they hope that all of this is going to help to strengthen their brand, ultimately reinforcing the Heartbeat of the World campaign.
They are describing Jamaica as the beat that makes the world move. Ultimately they hope that their marketing efforts can highlight the diverse and talented people that provide an array of goods and services on the island, there are many reasons to come visit.
Tourism authorities have witnessed an increase in intended online travel searches last year and they expect the demand to continue growing from here.
Overall, for their advertising and marketing efforts they will be looking to spend about $10 million.
Pics:
pixabay
