KINGSTON, JAMAICA — Jamaica is inviting travellers to rediscover their best selves on the island with the launch of a new advertising campaign.

Created by the Jamaica Tourist Board’s advertising agency of record, Accenture Song, the ‘Come Back’ ad campaign showcases Jamaica’s natural attractions and its welcoming people working together to help visitors live their best lives. The 30-second commercial, currently airing in Canada, was filmed utilizing over 50 local Jamaican crew members across locations in Jamaica spanning from Portland to St. Ann. Real couples and a real family were cast for the campaign to portray an authentic experience The campaign music is also an original score created by Jamaican music producers.

The campaign’s aim was to create aspirational itineraries tailored to three distinct personas: Adventure Seekers, representing a younger demographic discovering Jamaica for the first time; Family Planners, representing the young family demographic experiencing a long-anticipated family vacation; and Seasoned Travellers, representing an older demographic that has likely visited Jamaica previously. The itineraries are each designed to highlight an array of adventurous, romantic, luxurious, fun and mouthwatering moments to inspire travellers to visit Jamaica.

According to Edmund Bartlett, Jamaica’s Minister of Tourism, the campaign comes perfectly timed with the destination’s high visitor arrivals, which are exceeding pre-COVID-19 levels.

“While everyone has been impacted by the pandemic, we want to let everyone know that Jamaica is good for the spirit. Therefore, it is the ideal destination to help people rediscover their sense of adventure, natural curiosity, human connection and ultimately realize their most valuable human potential,” said the Minister.

Donovan White, Director of Tourism, Jamaica Tourist Board, added: “We felt it was important to really show people what Jamaica is all about and what differentiates it from other competitive destinations. While we have plenty of sun, sea and sand, it’s our uniquely Jamaican culture – from our music to our food to our people – that really distinguishes us. It’s the reason travellers choose to come here, so they can experience and connect with our vibe that comes alive.”

To view the commercial click here. For more information on travel to Jamaica go to www.visitjamaica.com.