KINGSTON, Jamaica – Jamaica’s community-based tourism awareness campaign, “Yaad Luv”, won the City Nation Place Award for Best Communication Strategy: Tourism in London, England on November 6, 2025.

The Jamaica Social Investment Fund (JSIF) made the announcement in a press release.

The Yaad Luv campaign was executed by the United States-based marketing consultancy firm Trove Tourism Development Advisors. The campaign showcased Jamaica’s rich and diverse community-based tourism offerings through vibrant social media storytelling, radio, newspaper and bus wrap advertising, training in social media and digital marketing strategies, website creation and maintenance, search engine optimisation, as well as the creation of a new website, www.yaadluv.com.

This initiative was implemented and funded under the JSIF’s Second Rural Economic Development Initiative (REDI II) project, which is financed through a loan agreement between the Government of Jamaica and the World Bank.

According to JSIF, “This recognition marks a significant achievement for Jamaica, as the City Nation Place Awards celebrate global excellence in place branding, marketing, and reputation building. The awards honour innovative strategies that strengthen a tourism destination’s identity, attract investments, engage citizens, and promote sustainable development.

“Winning this award underscores Jamaica’s leadership in authentic storytelling and collaborative tourism destination branding, reaffirming the nation’s place on the world stage as a creative, dynamic, and welcoming destination,” the JSIF release stated.