Jamaica Tourist Board prepares light-hearted TV campaign

By Sara Kimberley, campaignlive.co.uk, Monday, 28 March 2011 11:22AM

The Jamaica Tourist Board is launching its TV campaign next week, as people begin to consider their annual holidays.

The 60-second TV ad, which will air on Monday (4 April), features postmen and women across the country battling in the UK's rain and wind to deliver a giant postcard from Jamaica.

Created by Draftfcb London, the spot ends with the line "Plenty to write home about". The ad is set against an uplifting reggae track and breaks the conventions of traditional travel advertising by excluding footage of the tourist destination.

The ad's creative director is Alistair Ross, with Henry Finnegan, art director, and James White, copywriter. Post-production has been handled by Nice Biscuits, with Universal McCann for media planning and buying.

Ross said: "Tourism advertising is predominantly an expected formula. 'Postcards' sets out to engage the British holidaymaker in an unexpected manner, but keeps with the surprising charms and humour of Jamaica itself."

The campaign will also include ambient activity, with a consecutive three-day stunt at London's Victoria Station, using eight postal workers to carry the giant postcards between distribution points in and around the station.

A prize draw will be run on facebook.com/visit Jamaica, where visitors can enter a competition for a holiday, and share the film with friends to increase their chances of winning.

This article was first published on campaignlive.co.uk


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