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Jamaica’s Minister of Tourism unveils new brand campaign at World Travel Market 2013

Ministry of Tourism | 2013-11-05 00:00:00

Jamaica’s Minister of Tourism and Entertainment, The Hon. Dr. Wykeham McNeill, this afternoon unveiled Jamaica’s exciting new brand identity in London at leading travel industry event World Travel Market 2013.

World Travel Market was chosen for the global trade launch of Jamaica’s new brand identity, ‘JAMAICA - Get All Right’, and replaces the previous brand campaign, ‘JAMAICA - Once you go you know’.

The new JAMAICA - Get All Right brand identity was selected to help express Jamaica’s ‘edgy’ tone. For example, a JAMAICA - Get All Right image library has been launched to create a collection of photographs that encompass the excitement, enjoyment and relaxation of Jamaica across several categories. These include nature, culture, activities, food - and romance. The new branding will also run across other communications including digital, TV and print advertising.

Elizabeth Fox, Regional Director for the Jamaica Tourist Board in UK and Northern Europe further explains the rationale behind the new branding; “Jamaica is more than just a holiday destination, it’s a feeling, it’s an experience. The world is realising that Jamaica has so much to offer – and so much more than other destinations. For this reason we thought it was time to refresh the way we market Jamaica.

Jamaica is where people come to find positivity, a force making the world feel more all right through its rhythm, energy and spirit. Capturing that essence and bringing it to life is what comes through in our new brand and campaign identity. We wanted to bring the vibrant, joyous spirit of Jamaica to life. You go to Paris for romance, Las Vegas to get wild, and you go to Jamaica to Get All Right.”
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