The campaign is underpinned by the tagline “Why Not?” which is designed to evoke the spontaneous personality of the Jamaican people.
The campaign, created by DraftFCB, consists of outdoor, press, radio and online advertisements and carry headlines including “Watch the sunset over Negril tomorrow” and “Bobsleigh through the Rainforest next Thursday”
One radio execution invites consumers to “come and join this weekend’s beach party”.
The outdoor imagery shows Jamaica’s landscapes and cultural attractions in vivacious colours, and will appear along the main commuter rail stations and various back-lit positions across London.
The radio campaign will feature on Absolute Radio, with press advertising in titles such as Metro, The Times, The Guardian and travel-focused publications.
The campaign has been devised and implemented by advertising agency DraftFCB.
Elizabeth Fox, the Jamaica Tourist Board’s UK director says: “We are very positive about the spontaneity and enthusiasm of this campaign. With the dreadful weather we have experienced in the UK recently, we are sure that many people will be looking at this campaign, imagining themselves on a sun-soaked beach and saying, ‘Why not?’”