Jamaica Tourism

For decades, Jamaica’s tourism story was defined by the iconic “One Love” campaign—a beloved message, but one that painted a familiar picture. Our challenge was to pivot away from the predictable and invite travelers to experience something deeper: the vibrant culture, breathtaking landscapes, and thrilling adventures that exist far beyond the resort walls.

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The campaign celebrated the Jamaica few tourists see—hidden waterfalls, lush mountain trails, colorful street markets, and authentic local experiences. Through bold photography and evocative headlines, we positioned the island as a destination for discovery, not just relaxation. Each print ad captured the energy and soul of Jamaica, inspiring travelers to go off the beaten path and uncover the stories waiting beyond the shoreline.

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In additional to traditional placements stateside, to make an immediate impact, posters and signage were placed throughout the Jamaica airport and in hotel transportation vehicles, enticing newly landed visitors to explore more than their resort and discover the island’s true spirit. This strategic placement ensured the message reached travelers at the perfect moment—when their adventure was just beginning.

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This wasn’t just a campaign; it was a reintroduction. Jamaica as a living, breathing adventure, rich in beauty, culture, and authenticity