Jamaica Tourist Board rebrands to express its ‘edgy’ tone
The Jamaica Tourist Board has rolled out a new brand identity which uses the strapline ‘Jamaica - Get All Right’.
Launched by Jamaica’s Minister of Tourism and Entertainment, Wykeham McNeill, in London at the World Travel Market 2013 conference, the new branding was selected to help express Jamaica’s ‘edgy’ tone across all future marketing materials, including digital, TV and print communications.
In past campaigns it ran with the tagline: ‘Jamaica - Once you go you know’.
Elizabeth Fox, regional director for the Jamaica Tourist Board in UK and Northern Europe said: “Jamaica is more than just a holiday destination, it’s a feeling, it’s an experience. The world is realising that Jamaica has so much to offer – and so much more than other destinations. For this reason we thought it was time to refresh the way we market Jamaica.
Jamaica is where people come to find positivity, a force making the world feel more all right through its rhythm, energy and spirit. Capturing that essence and bringing it to life is what comes through in our new brand and campaign identity. We wanted to bring the vibrant, joyous spirit of Jamaica to life. You go to Paris for romance, Las Vegas to get wild, and you go to Jamaica to Get All Right."
In addition to the branding and logo, a ‘Jamaica - Get All Right’ image library has been created to house a collection of photographs that encompass this notion of excitement, enjoyment and relaxation in Jamaica.