The Jamaica Tourist Board (JTB) has signed Draftfcb up for another five years following a competitive review of its integrated global account.
The account, led by the network’s New York office, has been a client since 1991. The contract ensures that Draftfcb will continue to drive a steady stream of visitors to Jamaica through March of 2017.
“The island is full of energy,” said Gary Resch, EVP, executive creative director at Draftfcb. “The vibe of the people and natural character of the island will continue to be captured in our marketing communications efforts to ensure Jamaica is the preferred destination for its loyal, long-time visitors as well as the next generation of travelers.”
Tourism is the leading industry in Jamaica, which is among the top three visited islands in the Caribbean. Despite the recession, Jamaica has shown steady growth, with a 42 percent increase in visitors since Draftfcb was awarded its last contract in 2003.
“The Jamaica Tourist Board has had one of the most recognized and iconic campaigns in destination marketing,” said Jeff Tarakajian, EVP, group management director at Draftfcb New York who oversees the global business. “Bob Marley’s ‘One Love’ classic has been used in JTB ads for almost 20 years, providing a consistent brand message that resonates with global consumers.”
Added Dana Maiman, president of Draftfcb’s operations in New York, “we are proud to be a key player in the JTB’s success and look forward to continue securing Jamaica’s leadership position on the global travel stage.”
Draftfcb has long captured the essence of Jamaica in campaigns including ‘One Love’ and ‘Once You Go You Know’. Most recently, Draftfcb plastered New York City with out-of-home ads that look like giant holes punched in the sides of buildings that reveal scenes of Jamaica inside, providing New Yorkers an escape route to paradise. In the U.K. Draftfcb most recently created an online sensation with its ‘Dads Dancing’ competition and its ‘Giant Postcards’ campaign.