‘Come join us and feel good again’, JTB launches rediscover campaign
Former TOK member Bay-C delivers the ‘come join us and feel good again’, lyrics in the infectious campaign tune.
Travel and tourism accounted for 11 percent of the world’s GDP and created more than 320 million jobs for workers serving 1.4 billion travelers annually.
The Caribbean is the most tourism-dependent region on earth.
And, described as the nation’s largest economic engine, tourism travel and tourism industry employs 170k workers directly and impacts an additional 120k jobs from either industries fueling more than a third of the country’s economy.
It is naturally high on the agenda at the Jamaica Tourist Board (JTB) to rejuvenate tourism locally, despite the re-opening of the industry to travelers.
With several video montages highlighting the beauty of Jamaica, the JTB encouraged viewers to ‘feel good again’ with a rediscover initiative.
Short virtual tours, interviews with tourism stakeholders, and a catchy new jingle were elements of the campaign that went live at 4 pm on Wednesday.
Actress and Jamaica Festival Song Contest entrant Sakina Deer hosted the live event, and at intervals, gleaned an understanding of the campaign through interviews with industry leaders.
These included tourism director Donovan White and Jamaica Hotel & Tourism Association president Omar Robinson.
Tourism minister Ed Bartlett was also on hand and provided deets on the initiative.
‘Happiness is what we do in tourism, and we want to make sure that even COVID is incapable of stopping the happiness that tourism brings,’ Bartlett started.
‘Jamaica is the first country in the world to establish a COVID resilience corridor for tourism,’ he later announced.
In essence, a geographical area has been defined and ascribed to tourists, allowing for easier contact tracing if a visitor is found positive.
‘If after testing we find that [the visitor] have any positive traces, we can act and act quickly [to] safeguard them and safeguard ourselves.’
This border of sorts accounts for near 85% of the tourism assets of Jamaica.
On a lighter note, White was confident in presenting the virtual forum, stating his reasons as primarily to ‘ensure that we create a campaign that has multiple touchpoints’.
He also mentioned that ‘…this is probably the most aggressive we’ve gone with a domestic campaign, but we feel the timing is right.’
Now’s the time to ‘open your door to the seaside; change your mask and take the plunge’
‘Contact your travel agent today to take the plunge,’ the promo vid urges.
And, a reminder that the hotel industry is alive and kicking came from Omar Robinson, president of the Jamaica Hotel & Tourist Association.
Robinson urged to support local tourism, stating ‘the domestic market has always been an important market for us in Jamaica, he started.
‘This is a chance for Jamaicans to come and enjoy the beauty [of Jamaica].’
In addition to employee guidelines and visitor protocols, there are a number of new norms for the hotel industry.
About six hotels opened on June 15 on the first re-open order, and presently about 35% of the hotels in Jamaica are opened for business.
‘There’s a price-point for everyone,’ Robinson reminded viewers.
Now, that we're all on the stay-cay train, when posting staycay selfies on social media, remember to use the hashtags #rediscoverjamaica and #visitjamaica .
For more information, check the channels for the Jamaica Tourist Board and the JHTA. Visit rediscoverjamaica.com or contact your travel agent.