Overview
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
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
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
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
