JTB awarded for promotion of brand Jamaica at Rio Olympics
KINGSTON, Jamaica — The Jamaica Tourist Board (JTB) has been honoured with two public relations awards for their marketing of brand Jamaica at the 31st Summer Olympic Games in Rio de Janeiro, Brazil last year.
JTB was conferred with the two Adrian Awards — silver in the Special Events category and bronze in the Consumer Campaign category — from the Hospitality Sales and Marketing Association International (HSMAI).
Director of Tourism, Paul Pennicook said the JTB is honoured to be recognised, adding that the awards are a testament of the hard work and commitment of the JTB team to create campaigns and programmes that resonate “in our markets and amplify our brand across the world”.
The JTB, in a release today announcing the awards, said they used the opportunity in Rio de Janeiro to engage Brazilian and international consumers over a ten-day period where ‘Jamaica House’ was utilised to promote Destination Jamaica through a strategic communication campaign encompassing a mix of traditional media relations and social media.
The JTB said that this gave potential visitors and fans of Jamaica a taste of the island’s culture through its music and food, and a chance to celebrate with Jamaicans.
Additionally, the JTB facilitated media from across US, Canada, UK and Europe and as a result, ‘Jamaica House’ was visited by over 20,000 patrons, over 100 travel agents and tour operators and amassed over four billion global media impressions including BBC, CNN and NBC out of the USA.
Now in its 60th year, the Adrian Awards Competition is the largest and most prestigious global travel marketing competition.
Founded in 1927, HSMAI is a global organisation of sales, marketing, and revenue management professionals representing all segments of the hospitality industry, which comprises nearly 7,000 members from 35 countries and chapters worldwide.