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Jamaica Tourist Board unveils new destination campaign

The Jamaica Tourist Board (JTB) has unveiled its ‘Jamaica, Heartbeat of the World’ campaign, the new destination brand positioning for the country.

The campaign, which was unveiled on Wednesday, is designed to recognise Jamaica’s outsized influence on the global community and seeks to strengthen Jamaica’s position as a global culturally relevant brand.

Extending beyond tourism, the campaign encompasses all elements of Jamaica’s rich and vibrant culture including music, cuisine, sports, adventure, nature, and wellness.

In launching the new tourism campaign, Director of Tourism Donovan White said the JTB is excited to launch ‘Heartbeat of the World,’ which reinforces the island’s position as a global leader among travel destinations and establishes Jamaica as the single destination every traveller must experience.

He added that, “On the map, Jamaica may seem like a small dot in the Caribbean Sea.

But her influence on the world culture is the size of a continent. We are a cultural giant, and we continue to have an indelible impact on the world’s food, music, sport, and literature while offering larger-than-life bucket list experiences with extraordinary, talented people.”

The international marketing strategy positions the destination as the ‘Heartbeat of the World’ — the beat that makes the world move. A new TV advertisement will launch internationally next week.

Jamaica’s visibility on the international stage will be heightened this year as the new James Bond movie, No Time to Die, which was filmed in Jamaica, James Bond’s birthplace, is set to be released April 8th.

Jamaica will also have athletes competing in the 2020 Summer Olympics in Tokyo in three sports — track, gymnastics, and swimming. These global events, among others, reinforce the new brand positioning that Jamaica is the heartbeat of the world.

Jamaica Tourist Board, which was this week recognised as the Caribbean’s Leading Tourist Board by voters at the World Travel Awards was founded in 1955.

The organisation, which is based in Jamaican capital Kingston, also has offices in Montego Bay, Miami, Toronto, and London.

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Jamaica Tourist Board

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The Jamaica Tourist Board is charged with a mission of marketing the tourism product so that Jamaica remains the premier Caribbean tourism destination. To this end, we are positioning Jamaica as the most complete, unique and diverse warm weather destination in the world, which offers the best vacation value available.

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Come back to Jamaica

Jtb kicks off winter tourist season with a bang.

Jamaica’s official start to the 2022-23 winter tourist season got off with a bang, in the form of the launch of the Jamaica Tourist Board’s (JTB) new advertising campaign, ‘Jamaica Come Back’, inside the AC Hotel Kingston by Marriott on Wednesday, December 14, a day before the official season began.

The concept by Accenture Song, the agency that crafted and executed the campaign, was inspired by the impact of the COVID-19 pandemic on the hotel and travel industries. “There are countless things we’ve all lost over the past few years as a result of not travelling. The ability to connect with people in meaningful ways, to be spontaneously romantic, or inspired by new cultures, to be the things we like most about ourselves. Our sense of self may be out of practice, but that doesn’t mean it’s gone,” Accenture Song said.

In his address, Donovan White, director of tourism, said, among other things, “We know that destination Jamaica is second to none. However, the impact of the pandemic resulted in us losing something after being locked down for so long. It is now time to get back what we lost. And what better way to do so than in Jamaica …? We are inviting the world to come back to feeling their best selves again in Jamaica.”

Under the tag line ‘Come back to the vibe that comes alive in Jamaica’, the JTB is inviting people to come back to “adventure”, “loving”, “relaxed”, “chill”, “curious” and “excited”, “not just to all the wonderful places you can go in Jamaica, but to the long-lost places our guests can discover within themselves”. “The fact is, Jamaica is, and has always been, the destination that has helped its visitors live up to their most valuable human potential,” Accenture Song also said.

Accenture Song was represented by Managing Director Wendy Glass, who explained the concept and what inspired it, and Executive Creative Director Keith Ross, who walked the audience through different elements of the campaign, after which there was a screening of the clips, from which feel-good Jamaican music complemented the mood in the room.

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The agency collaborated with Jon Baker of Portland’s Geejam Studios to create an original soundtrack to support the visuals. Accenture said, “Music producers Troy Baker and Dale Virgo put a modern twist on classic music influences, including ska, dub, reggae and dancehall to capture the essence of Jamaica.” Another original element is the hand-painted display font called ‘Curious’, designed to “uniquely complement our photography with the personality and charm of Jamaica”.

Three main categories of visitors are targetted: the experience seekers who are “exploring Jamaica, discovering romance and adventure, while making a connection to Jamaican culture”; the young family, “who is experiencing their long-anticipated family vacation”; and the seasoned travellers, “an older target whose experiences have unlocked their appetite for adventure, their curiosity about the local culture, and their lasting love for each other”.

The campaign was filmed in 31 scenes, using over 35 local crew members in 12 locations from St Ann to Portland in five days. Ten principal actors and 23 local extras were the talents. “Our goal was to capture the island’s natural attractions and its lovely people working in concert to help visitors live their best lives. Working with Jamaica’s incredible production talent was imperative to bring that vision to life,” Accenture Song explained.

The people factor was crucial to the message of the campaign, which Minister of Tourism Edmund Bartlett spoke of to the gathering of tourism stakeholders, partners and associates. The people are a major part of the uniqueness of our tourism products and, “it is that uniqueness of the experience that we are calling our customer value proposition. And Jamaica intends to create a customer value proposition that is superior … that is inimitable, that no one else can replicate”.

“And that is why we are not looking to be competitive in the traditional sense, but to be comparative, and being comparative means that we can get a value response that nobody else, and we are seeing a bit of it in terms of the recovery and how our product has been seen in the marketplace … in relation to other products that are around,” the tourism minister said. He also said revenue up to December is “going to pretty much equate” the revenue of 2019, year to date, “but, in terms of the fiscal year, we are going to be $500 million more than we were in 2019.”

Value proposition, then, Bartlett intimated, are more than sea, sun and sand, which is all over the Caribbean. It has to come from “somewhere deeper and more intrinsic”, from deep within us, “a special piece of us”, the people of Jamaica. “So, what it is saying is that the value proposition that Jamaica is offering to the market is sufficient, attractive and alluring that they are prepared to pay more,” Bartlett said.

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Jamaican Tourist Board   Functions & Interesting Facts

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Jamaican Tourist Board by Kesha Stewart, Associate Writer

In Jamaica there is an organization responsible for taking systematic steps to ensure that Jamaica remains the preferred Caribbean destination and we call it… the Jamaican Tourist Board (JTB).

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However, before the JTB was created, there was a Jamaica Tourist Association formed in 1910. Very forward thinking don’t you think?

It had the mandate to enhance the claims of the colony as a health and pleasure resort, sounds familiar?  It was tasked to share information with prospective and present visitors of the day (familiar?). 

The JTB, like its predecessor, has been mandated to market Jamaica’s tourism product. The whole idea is that the world must know or come to see Jamaica offers the best vacation available and is the most complete, inimitable and diverse warm weather destination in the world.

I have to agree with the JTB here. Jamaica is really "The Home of Alright. "

Are you wondering just when the Jamaican Tourist Board was founded? Well if you are thinking prior to independence you are correct; the JTB was formed in 1955.  

By 1922 the government decided to directly intervene in the promotion of the tourist industry. They, at the time, saw to the enactment of laws which led to the formation of the Tourist Trade Development Board. 

Interestingly an amalgamation of these entities took place in 1926. The then British Colonial Government sent funds to the entity which used the money to promote the destination in overseas markets.

In a quest for a more effective organization with a broader mandate, the Tourist Trade Development Board was abolished. The JTB then came into being in on April 1, 1955. The entity was governed by the Tourist Board Act and financed by the Government of Jamaica.

Prior to 1993 the JTB had the dual responsibility of promoting Jamaica’s tourism product and seeing to its development.

However the responsibility of product development was handed to the Tourism Development Company (TPDCo) in that year.

Responsibilities Of The Jamaica Tourist Board

Some of JTB’s responsibilities include:

•  Identify new customer groups
• Identify emerging customer groups
• Cultivating new relationships with travel partner
• Dissemination of timely and useful marketing information to its offices and travel partners across the world.

But who ensures all these happen? Let me tell you a little about the JTB’s Governance structure. The JTB falls under the Ministry of Tourism. It is a government entity and is governed by a nine member board of directors. Theses directors are appointed by the Minister of Tourism (Hon. Edmund Bartlett).

The administrative head of the JTB is given the title Director of Tourism, this individual is also appointed by the Minister of Tourism. Our present director of tourism is Mr. Donovan White.

Did You Know?

There have been at least fourteen 14 directors of tourism since 1963?

• Carole Gruntley Brady (1984-1990) was the first female director of tourism? 
• Fay Pickersgill (1994 – 2003) served as ambassador to the Peoples’ Republic of China in 2015? She has the longest tenure of all directors, serving for 9 years.
• There have only been two female Directors of tourism?
• You can connect with the JTB on Instagram, Twitter, Facebook, Youtube and at JTBonline.org?
• That JTB has local  offices in Kingston (Head Office) (876) 929-9200 – 19, and Montego Bay, Jamaica ((876) 952-4425) ?
• There are JTB offices in Miami, Toronto and London?
• That JTB has representative offices in Berlin (Germany), Barcelona (Spain), Rome (Italy), Amsterdam (The Netherlands), Mumbai (India) and even Tokyo (Japan)?

For more information about the Jamaican tourist board, visit their website at this link:  http://www.jtbonline.org/ .

For recommendations on Jamaican attractions, Jamaican hotels, things to do etc, they proved an extensive travel guide at:  http://www.visitjamaica.com/ .

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Share the love and get rewarded.

Our One Love Rewards Store is where recorded Jamaica bookings can transform into anything from merchandise to cash prizes to free trips! It's our way of saying thank you. Once you complete the training program, record each of your bookings here. As your points accumulate, you can redeem them for gifts. Based on the number of ALL qualified bookings entered into the booking tracker during a calendar month, there will be a monthly cash reward to the top-booking Jamaica agent of 10 or more bookings. For each of your valid bookings you enter you will receive points to purchase items from the One Love Rewards store. Guests must have travelled within the respective month under review.

Start your training today to embark on a rewarding adventure!

Graduate Benefits

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• 3 CEU credits from The Travel Institute. Go to www.thetravelinstitute.com for details on the certification programs, eligibility for continuing education credits and how to receive these credits following graduation

• Cash Reward For The Top-Booking Travel Agent of The Month
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All travellers to Jamaica are required to complete and submit the Immigration/Customs Passenger Declaration (C-5) Form. The form is available online and is required for entry to the island. Visitors can access the form at www.enterjamaica.com

How to complete the form

There is no cost associated with the C-5 form.

You can complete and submit the form two (2) days before your entry. You will be required to enter a valid email address to complete the form. A verification code will be sent to your email. Enter the verification code to continue.

The C-5 form is straightforward and won’t require more than a few minutes to fill out. The form will ask for your name, dates of travel, flight number, and the address at which you will be staying in Jamaica. Once you complete the form online, you will receive an email confirmation that the application was successful.

Both visitors and residents of Jamaica are required to complete the C-5 form. The Jamaican immigration form does not replace a visa.

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