Jamaica Tourism Board

How do you modernize an iconic destination? By uncovering and sharing its real soul with the world.

Global Rebrand Campaign

On the map, Jamaica is a dot in the Caribbean Sea. But its impact on the world’s culture is the size of a continent. Contained in a mere 4,244 square miles, Jamaica is a cultural giant that continues to leave an indelible footprint on the world’s food, music, sport and literature. As a visitor when you’re there you live intense, one-of-a-kind, transformative experiences that you’ll remember for a lifetime.

The real story of Jamaica had never been told, which meant that travelers had a very narrow view of the country: beautiful beaches, reggae and Bob Marley, all-inclusive resorts and an unsafe place.

In line with the Jamaican spirit, we launched a larger-than-life global platform: JAMAICA®, Heartbeat of the World. For the first time, we showed the world the real Jamaica and everything it has to offer: hypnotic music, spiced flavors, thrilling adventures, deep chill and breathtaking nature.

From a prime-time Super Bowl spot, to high-impact billboards around the world to a targeted digital and social media campaign to outsized trade brochures, stands and posters and to a completely new look and feel, our campaign reinforced the idea that despite its size, Jamaica’s influence on the world is outsized and positioned the country as a leading worldwide destination.