Jamaica positions as adventure getaway

Tourist chiefs in Jamaica are looking to broaden the appeal of the Caribbean island by pushing the destination as an adventurous destination for young people and families.

/x/r/m/jamaica160.jpg

The island’s tourist board is to launch its first global marketing campaign, using the new strapline “See us in a new dimension”, to attract more than just couples celebrating their honeymoon.

It is hoped the activity will boost visitor numbers following a 2% drop in holidaymakers last year.
A 3D film showing different aspects of the island set to a version of One Love by the Reggae Philharmonic Orchestra will form the centrepiece of the campaign, which launches next month.

The film shows people enjoying “soft adventure” activities such as swimming with horses and bobsledding in the rainforest.

Jamaican Tourist Board’s regional director Elizabeth Fox claims the campaign sets a new standard for destination marketing.

“The minister asked us to come up with something really different and eye catching, so we seized this opportunity to create a 3D film because we thought the best thing we could do is show people just how beautiful Jamaica is.

“We wanted to create something that stands out in a crowded sector,” she adds.

People will need to register their details on the JTB website and be sent a pair of glasses in order to view the film in 3D. It will also be shown in selected cinemas.

Fox says this will mean the JTB can collect information on interest in Jamaica for future targeted activity.

To see Jamaica Tourist Board

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here