Jamaica’s Tourism Minister optimistic that ‘Jamaica Mi Happy’ campaign will boost tourism Ministry of Tourism |

Jamaica’s Tourism Minister optimistic that ‘Jamaica Mi Happy’ campaign will boost tourism
Ministry of Tourism | 
2013-02-20
Minister of Tourism and Entertainment, the Hon Dr. Wykeham McNeill is optimistic that the new Jamaica Tourist Board (JTB) marketing campaign which will include videos featuring Erik Nicolaisen, lead actor in the highly publicized Volkswagen 2013 Super Bowl advertisement, will provide a major boost for brand Jamaica and help to bring more tourists to the island. The VW commercial, which to date has registered more than 13 million views on the popular video-sharing website YouTube, has generated much discussion across various social media platforms and in the electronic media locally and overseas.

“The VW Superbowl ad. has proven to be very popular. It has certainly gotten the whole world talking about Jamaica; and we believe that this global attention can be transformed into real tourism earnings for us by tapping into this wave of publicity centred around brand Jamaica, through initiatives like this new campaign,” the Minister said.

Mr. Nicolaisen arrived in the island on February 18 and will participate in a series of promotional activities organized by the Ministry’s marketing arm, the Jamaica Tourist Board (JTB). Entitled ‘Jamaica Mi Happy’ the video project is now underway and will feature some of the island’s most iconic spots as its backdrop; among these Dunn’s River Falls and Mystic Mountain.

Director of Tourism, John Lynch explained that the JTB has established a partnership with Deutsch Inc., the agency which created the VW ad., and as part of this initiative Mr. Nicolaisen will participate in the video project. He said, “we are looking at ways to work with VW especially in the US and we have been working together and it has been a good fit. We have quite an extensive programme planned under the ‘Jamaica Mi Happy’ campaign focusing mainly on new media including the internet, as well as social media such as twitter, and facebook.”

Mr. Nicolaisen, who received a warm Jamaican welcome on his arrival to the island, said “I thank the Jamaica Tourist Board for bringing me here. Tourism is a big industry for Jamaica and I am an actor, its what I do for a living, and if I can act to help build brand Jamaica then that’s a true joy.”

As a part of the new marketing venture, ‘Jamaica Mi Happy’ vacation packages have been developed and some 24 hotels across the island are now participating.

 

Posted By :Kingsley Roberts

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