Jamaican Tourist Board retains Banks Hoggins in four-way pitch

Banks Hoggins O'Shea/FCB has held on to the account for the Jamaican Tourist Board following a four-way pitch.

BHO has worked on the account for 12 years, but was asked to repitch in December against M&C Saatchi, Mc-Kinney & Silver and McCann-Erickson in New York.

The agency pitched in Montego Bay in collaboration with its sister New York agency FCB. BHO will handle work across Europe, while FCB NY will develop ads for the US.

The tourist board wants to rid the country of its image of being riddled with violence and boost the popularity of places such as Montego Bay and Kingston.

BHO was responsible for the long-running "one love" print and outdoor campaign, as well as a TV ad which featured the track of the same name sung by the Jamaican reggae legend Bob Marley.

The 60-second execution featured different people in different scenes in Jamaica such as a bar tender hugging a visitor across a bar, girls dancing in the street and a man who turns out to be the lead singer in a band, getting ready to go out.

It aimed to promote the idea that those who visit Jamaica are made to feel like one of the locals by inhabitants.

The agency has also produced tactical promotions with tour operators and a print branding campaign using the strapline: "Rhythm of One Nation."

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