Come Back to the Vibe!

The Brief

Build resilience for the Jamaica Tourist Board across the UK, Ireland and Nordic markets, maintaining positive destination sentiment and managing FCDO travel advisory periods so that Jamaica continued to be seen, sold and booked.

Our Strategy

We worked across four connected tracks: strategic communications with clear messaging guidelines and a unified comms bank; stakeholder engagement to keep partners and trade aligned and amplifying positive narratives; crisis management built around the Global Tourism Resilience and Crisis Management Centre; and a content strategy spanning influencer engagement and award entries.

In execution, we crafted and distributed positive-sentiment news stories, maintained the official response position to FCDO warnings, and engaged top-tier media to secure extensive coverage. Influencers and celebrities created visually rich, shareable content across social. Broadcast wins included ITV’s This Morning, Lorraine, 007: Road to a Million, The Lateish Show with Mo Gilligan and Married at First Sight. Throughout, we elevated key spokespeople, including Hon. Edmund Bartlett, across broadcast, radio, print, online and digital.

The Results

• 300+ positive media placements
• 27M+ audience reach
• 25+ broadcast hits