My Jamaica Your Jamaica

THE WEEKLY GLEANER | DECEMBER 10 - DECEMB ER 16, 2020 | www.jamai ca-gleaner.com | I T HE JAMAICA Tourist Board (JTB) is cele- brating 65 years of marketing an iconic destination brand. Since being given the man- date to market Jamaica in 1955, the JTB has posi- tioned this brand as the most complete, unique and diverse destina- tion in the world, with warm, creative people, a vibrant culture and bucket-list experiences. All of which have had a powerful impact on the world. The birth of the JTB came after several attempts to organ- ise a bureau respon- sible for marketing Jamaica,which resulted in the formation of the Jamaica Tourist Association in 1910 (a private-sector-led en- tity).The primary pur- pose of the Jamaica Tourist Association was to enhance the claims of the then colony as a health and pleasure resort. In 1922 the government started its direct interven- tion in the promotion of the fledgling industry and enacted laws which saw the establishment of the Tourist Trade Development Board. This entity and the Jamaica Tourist Association were united in 1926. By the early 1950s, it be- came evident that the island needed a muchmore effective organisation with a greater scope of responsibility and operation. Hence, in 1954, the Tourist Trade Development Board was abol- ished and the Jamaica Tourist Board Act was passed. And, on April 1, 1955, the Jamaica Tourist Board was born. In marketing the uniqueness of the destination, the JTB has over the years created intensive programmes and campaigns which have made the agency a leader and trendsetter in the region.The first of these was the Come to Jamaica campaign, which ran from (1955-1963). This period saw an era of rapid growth and change in the indus- try. Rising incomes and cheaper airfares made it possible for more visitors to come to Jamaica, and created an op- portunity for the island to place greater emphasis on developing a year-round tourist trade. Fresh out of the blocks, JTB opened its own publicity depart- ment in Kingston, which resulted in increased visibility for Jamaica in its major North American markets. The true and fascinating face o f J ama i c a wa s s howc a s ed through Come Back to Jamaica (1963-1975). Hailed as the most talked-about awareness cam- paign in the history of destina- tion, leading companies such as Colgate -Palmolive, Timex, Samsonite Luggage and the The historic Devon House as seen in this a Jamaica Toursit Board (JTB) campaign poster. CONTRIBUTED PHOTOS JTB poster TOURIST BOARD MARKS YEARS 65 16 M Y JAMAICA, YOUR JAMAICA THE WEEKLY GLEANER | DECEMBER 10, 2020 - JANUARY 9, 2021 | www.jamaica-gleaner.com | MY JAMAI CA, YOUR JAM ICA