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JIS News

Story Highlights

  • JTB has won the coveted Gold Adrian Award for public relations excellence, presented by Hospitality Sales and Marketing Association International (HSMAI).
  • The agency was recognised for its entry in the television category titled: ‘Revisiting Our Roots’.
  • The agency worked with The TODAY Show producers on a special feature in which co-anchors Jenna Wolfe and Lester Holt traveled to the island to explore their roots.

The Jamaica Tourist Board (JTB) has won the coveted Gold Adrian Award for public relations excellence, presented by Hospitality Sales and Marketing Association International (HSMAI).

The agency was recognised for its entry in the television category titled: ‘Revisiting Our Roots’ featuring NBC TODAY Show co-hosts Jenna Wolfe and Lester Holt.

JTB’s Deputy Director in charge of Marketing, Sandra Scott, was on hand to accept the prestigious award, during the annual HSMAI Adrian Awards Gala, held on Monday, February 24, at the New York Marriott Marquis.

The agency worked with The TODAY Show producers on a special feature in which co-anchors Jenna Wolfe and Lester Holt traveled to the island to explore their roots as part of destination’s year long 50th anniversary celebrations in 2012.

“We are very pleased to receive this esteemed award for our work in targeting the Diaspora and African American markets,” said Director of Tourism, John Lynch.

“It’s an honor to be recognised by industry colleagues and we are excited at the prospect of continuing to build on this strong market segment moving forward,” he added.

Executive Vice President of HSMAI, Fran Brasseux, said that the judges were highly impressed by many of this year’s entrants and made special note of the overall trend of fully integrated campaigns that span across multiple channels.

“Marketing campaigns now rarely exist in silos with the proliferation in the array of channels available. This upsurge has only benefited the industry as a whole and is reflected in the excellent strategy and creativity exhibited by this year’s award winners,” she added.