JTB Offers Americans Winter Escape to Jamaica

The Jamaica Tourist Board (JTB) launched a multimillion dollar marketing campaign in New York on Tuesday (Jan. 6), which offers Americans, seeking relief from the cold of winter, a dream escape to the affordable island destination.
Dubbed ‘Jamaica Winter Rescue Programme’, the month-long campaign features ceiling banners, large floor mats, and large-scale posters, strategically placed at commuter terminals in New York, Philadelphia, Boston, and Chicago, which communicate the message that not only is Jamaica the perfect winter getaway, but it is also affordable.
“We want to remind and encourage our North American friends that the perfect escape from the cold weather is just three hours away,” said Tourism Minister, Edmund Bartlett, at the launch held at the New York City Port Authority’s busy bus and train terminal.
Tourism Director, John Lynch, in his remarks at the event, said that “many consumers are looking for relief during the current challenging economic situation, and we want to spread the message that Jamaica offers travellers both accessibility and value for a winter getaway.”
With Jamaica recently voted among the top 10 holiday dream escapes by TripAdvisor, Mr. Lynch said that the JTB was excited that so many consumers are thinking about, and travelling to Jamaica at this time.
The advertising posters, which are designed by DraftFCB New York, are located in the main atrium and throughout the concourse levels of the bus terminal at 41st Street/8th Avenue, just outside Times Square.
The campaign also features scenic message boards, and special promotions on radio, television and the internet, where commuters will get a chance to win a trip to Jamaica.