Jamaica tourism chiefs have made the bold decision to launch an advertising campaign in the wake of hurricane Ivan.
Much of the island was damaged by the storm and a limited number of package holidays are operating to the island.
Despite the damage, the Jamaica Tourism Board is to forge ahead with plans for a print advertising campaign in the UK this month, using the tagline “Once you go, you know.”
The campaign seeks to impart the idea that Jamaica is a place to be experienced, not just visited, and will focus on the authentic experiences available on the island.
Jamaica’s director of tourism Paul Pennicook said the campaign was particularly important in the post-hurricane period.
“This series of powerful new advertisements underscore the message that Jamaica is the ideal choice for those holidaymakers with a wide range of interests,” he said.
“We’ve experienced some of the strongest visitor arrivals from the UK and Europe during the first six months of this year and we are confident we will bounce back on track to take advantage of the winter tourist season.”
