‘Join Me in Jamaica’ Digital Marketing Campaign Launched

‘Join me in Jamaica,’ a new digital marketing campaign aimed at promoting destination Jamaica, was launched on Saturday (May 12) by Tourism Minister, Hon. Edmund Bartlett.

Being undertaken by the Jamaica Tourist Board (JTB), the campaign features promotional videos, which showcase snippets of the culture through the eyes of Jamaican celebrities and personalities.

They share their stories about why they love Jamaica, while offering an invitation for visitors to join them on the island.

The online promotion targets a diverse audience, especially lovers of Jamaican music, cuisine, art and sports icons.

It is designed to engage consumers and keep destination Jamaica top of mind.

Mr. Bartlett, in his remarks at the unveiling at the Strawberry Hill Hotel in St. Andrew, said the Ministry will be making greater use of technology in the “new architecture of tourism marketing in Jamaica”.

“We are going to use technology as the driving force to develop a capacity to manage, measure and be in total command of our markets, because prior to this, we spent money on advertising but we couldn’t measure the returns,” he said.

He noted that the JTB will continue to use traditional marketing platforms to promote the destination.

“We will never desert legacy markets; that’s the basis of the sustainability of Jamaica and that’s the 42 per cent repeat business that we have, which makes us the number-one destination in the western world and, arguably, the world, in terms of repeat business, repeat guests,” he said.