The Jamaican Tourist Board is partnering with London talk radio station LBC in a bid to lure more well-off and adventure-seeking holidaymakers to the island. The campaign will be include on-air promotions, advertorial features, online competitions and podcasts.
Promotion of the island will run during the Paul Ross radio show and start at the beginning of November. It will feature well-known Jamaicans including Levi Roots, famous for Reggae/Reggae sauce, and West Indian cricketer Jimmy Adams, who will showcase some of the island’s hidden treasures.
The deal for the month-long campaign was brokered by Universal McCann. Kiera Crapnell, Universal McCann planning manager, says: “We identified certain preconceptions about Jamaica being solely a beach destination that were deterring our experience-seeking target audience from considering it as a holiday destination.
“We needed to find a way of re-educating, whilst ensuring our audience felt they were making a new discovery ahead of other trend setters.”