JTB UK promotional campaign shortlisted for award

The Jamaica Tourist Board’s (JTB) United Kingdom (UK) online campaign ‘Totally Dad Dancing’ has been shortlisted for one of five awards in the Guardian news group and the Marketing Agencies Association’s Best Awards 2011.

The promotional campaign has been nominated in the Best Consumer Campaign category of the awards.

JTB Regional Director for the UK and Northern Europe, Elizabeth Fox, said the board is proud that ‘Totally Dad Dancing’ made the awards shortlist.

 “We’re incredibly proud this was a hugely successful campaign resulting in 125,071 plays of the (winning) viral video as well as an additional 6,933 visits to the Visit Jamaica website,” she told JIS News.

Ms. Fox said that part of the JTB’s marketing strategy “is to use cutting edge technology such as this digital campaign, so much so, that we’ve taken a significant step with this approach by recently launching the industry-leading 3D destination video, making Jamaica the first tourist board in the world to have done so,” she added.

Under the campaign, which ran in the UK from March to June, 2010, children were asked to send in videos of their fathers’ most cringe-worthy dance moves, for the family to win a trip to Jamaica, which includes dance rehabilitation for the dad.

The general public is invited to select the winner for the Best Consumer Award at the Guardian website @ http://www.guardian.co.uk/best-awards-011/competition/cast-your-vote.

The winning campaign will be announced at the awards dinner slated for March 3 in London.

The Best Awards champion the most innovative, cutting edge and inspiring marketing work produced by creative agencies in the UK. The other award categories are: Best Strategic Thinking; Best Business-to-Business Campaign;Best Development of Agency Talent; and Best and Most Effective Long Term Campaign.

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