LET IT SNOW: Campaign encourages Canadians to ‘Come back to Jamaica’
Jamaica called for snow. It’s true, the JTB’s Dan Hamilton said, as travel agents trudged into a Toronto venue to see the reveal of tourist board’s new marketing campaign and to meet the minister, Edmund Bartlett, who thanked Canada and the trade for supporting Jamaica, even in the midst of so many pandemic-related difficulties.
“We’re here to tell Canada, ‘thanks for staying the course,’” he said of the island’s No. 3 market (behind the UK and US). “Be proud!”
And while the US may be beyond reach, tourism director Donovan White says Canada, which will send close to 200,000 Canadians this year, is gunning to surpass the UK for No. 2 spot – a rivalry that said he wasn’t personally part of, but happily accepted.
“Angella (regional director for Canada Bennett) assures me that Canada will be back to normal in 2023).”
At the same time, Bartlett reported that Canada would boast a record number of 283,000 air seats to the island in the coming year.
As for Hamilton, he joked that the winter wallop he ordered was simply meant to provide a suitable backdrop for the Jamaica campaign attendees were about to see – and to encourage Canadians to start planning their holidays.The Jamaica “Come Back” campaign invites people to “come back to their best selves” in Jamaica, with several touchpoints, including “come back to…” fun, life, adventure, curious, loving, laid back, craving, breathtaking, mmm, and more.
The approach creates aspirational itineraries tailored to three personas:
• Adventure Seekers, representing a younger demographic discovering Jamaica for the first time
• Family Planners, representing the young family demographic experiencing a long-anticipated family vacation, and
• Seasoned Travellers, representing an older demographic that has likely visited Jamaica previously.
The itineraries are each designed to highlight “mouth-watering moments to whet potential visitors’ appetite for a genuine Jamaica vacation.”
“In Jamaica, we’ve been recording arrivals that exceed pre-COVID levels, demonstrating that our travel sector is resilient and so are travellers,” Bartlett said earlier. “While everyone has been impacted by the pandemic, we want to let everyone know that Jamaica is good for the spirit. Therefore, it is the ideal destination to help people rediscover their own sense of adventure, natural curiosity, human connection, and ultimately realize their most valuable human potential.”
Or as it he also put it, “Find a piece of yourself.”
The campaign showcases Jamaica’s picturesque natural attractions and its friendly, welcoming people working together to help visitors live their best lives. The campaign was filmed utilizing over 50 local Jamaican crew members across locations in Jamaica spanning from Portland to St. Ann. Real couples and a real family were cast for the campaign so it would portray an authentic experience. Campaign music is also an original score created by Jamaican music producers.
“We felt it was important to really show people what Jamaica is all about and what differentiates it from other competitive destinations,” White said. “While we have plenty of sun, sea, and sand, it’s our uniquely Jamaican culture from our music to our food to our people that really distinguishes us. It’s the reason travellers choose to come here – so they can experience and connect with our vibe that comes alive… We’re inviting to shake off the cobwebs and come back to Jamaica.
He added with pride, “We really poured our heart into this!”
To accompany the campaign, during November Canadian travel agents are invited to test their knowledge of Jamaica by correctly identifying resort areas featured in 12 images of iconic sites and locations showcased in the ‘Come Back’ campaign. The top 10 winners will receive a $50 Amazon gift card and Jamaica-branded gifts. Winners of the “Come Back to Jamaica Photo Contest” will be announced on Dec. 12. The entry page can be found HERE.
And to view the 30-second commercial currently airing in the Canadian market, click HERE.
First published at Travel Industry Today