WATCH: Jamaica launches new ad campaign featuring Usain Bolt
KINGSTON, Jamaica — The Jamaica Tourist Board (JTB) has officially launched a new advertising campaign featuring sprint legend Usain Bolt, who was recently appointed Jamaica’s Global Tourism Ambassador.
The 30-second video campaign debuted August 6 in celebration of Jamaica’s Independence Day and is now airing across digital platforms.
In the video, Bolt reflects on how his upbringing in Jamaica, from the hills of Trelawny to global stardom, has shaped every step of his journey.
The sprinter highlights the country’s energy, resilience and rhythm, inviting travellers to experience the island through its people, culture and landscapes.
“This is our Jamaica,” says Bolt in the ad. “Where you can run in the sand or compete on the track. Where you can cool off in the mountains, or you can move them. That’s the spirit of Jamaica — we are a small island, but we do big things here.”
The video celebrates Jamaica as more than just a travel destination, positioning it as a feeling — a place where visitors can find adventure, inspiration and connection.
“Usain Bolt has long been an icon of Jamaican pride and excellence,” said Minister of Tourism, Edmund Bartlett. “This campaign brings his personal story and national pride into focus and shares that magic with the world. On our 63rd Independence Day, we’re proud to showcase to the world what makes Jamaica truly unforgettable.”
