Jamaica Tourist Board, Work Overview


The Goal

The Goal

Jamaica Tourist Board - The Goal
  • Tell the story of Jamaica to a global audience

    From Kingston to Montego Bay, we encouraged visitors to explore the stories, sights, sounds and flavors of Jamaica through its inspiring destinations, world-class cuisine, and talented artists.
  • Leverage

    the passionate ambassadors of the JAMAICA brand – the people of JAMAICA.

The Strategy

The Strategy

Jamaica Tourist Board - The Plan
  • Develop

    a series of mini-documentaries featuring the unique people and places throughout the country.
  • Continue Engagement

    created from the digital video campaign by creating a one-month promotion where consumers entered to win a trip to Jamaica.
  • Promote

    the campaign through organic and paid social media and traditional media relations.

The Execution

The Execution

Jamaica Tourist Board - The Execution
  • Two content blitzes across Jamaica

    resulting in 20+ video features and social video ads and 500+ still photographs.
  • Sweepstakes Microsite development

    where consumers entered to win a trip to Jamaica to experience a specially curated Join Me in Jamaica vacation experience. To gain entries, consumers were allowed to view and share videos, and gather participant information for future sales outreach.
  • Organic and paid social media promotion

    accompanied the campaign to drive sweepstakes entries via the microsite from global audiences.
  • Media relations outreach

    Generated further interest included securing placements in travel, consumer, trade and deals media.

The Results

The Results

2.5 million +

video views

More than 10 million

reached through paid social
More than 1 million reached through organic social

More than 4.5 million

organic social media engagements

47,000 sweepstakes entries

(exceeding goal by 39,000)
66% of entries elected to allow further contact

Jamaica Tourist Board - The Results

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