Revellers and onlookers can expect a massive showcase on Campari Boulevard come April 27.

This was the promise made by Pavel Smith, marketing manager of Campari, at the Campari/Xodus/Yard Mas Carnival launch on Tuesday at Tac Bar, Devon House.

“It’s all about Campari Boulevard this year carnival on Road March day. They say there is a charm, so this year, with Xodus and Yard Mas, we want to ensure that persons realise that we’re delivering show-stopping entertainment and vibes for our patrons. It’s free, so if you’re not jumping with a Carnival band this year, come on out to Campari Boulevard. We’re taking over Trafalgar Road. Persons can watch the Carnival procession, enjoy the mixes from Campari as well as the performances,” Smith told the Jamaica Observer.

It was also disclosed that the Boulevard will be extended this year.

Adding that the performances will be a surprise, Smith said that it is important for the brand to be a part of cultural events not only in Jamaica, but across the region.

“What we want persons in Jamaica to do is embrace Campari, and how we do that is to partner with these entertainment platforms. Just as how Campari is big in dancehall, we’re also big in Carnival, and our aim is to unite people right across Jamaica and show them that there are different ways to have recreational fun. We understand that Carnival is growing in Jamaica, and that is what we want to do with Campari — to elevate the entertainment level… We do carnival in Trinidad and Barbados, so being here in Jamaica is a win,” he said.

Last year soca artistes Yung Bredda and 2024 Trinidad Road March winner Mical Teja performed, as well as dancehall artiste Stylo G.

In the meantime, Campari’s Brand Manager Jerome Walters said that over a year of planning has gone into executing this year’s showcase.

“We’ve been in a three-year partnership, and we’re actually happy to continue that journey this year, starting with this launch tonight. We’re looking to see how big Campari is going to do it on the road, because I know, but, I want to see the patrons’ reaction when they see what we actually bring on Road March Day,” Walters told the Observer.

Tuesday’s launch also featured live entertainment by GBM Nutron, who performed some of his popular tracks, among them Practice, Down Dey, and One Piece.

From left: Scott Dunn, director, Exodus; Daniel Caron, managing director, J Wray & Nephew; Ian Bourne, director, YardMas; and Pavel Smith, marketing manager, Campari. (Photo: Garfield Robinson)