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Jamaica Tourist Board recognized for outstanding public relations

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The Jamaica Tourist Board (JTB) says it has started 2017 on a very high note, winning two coveted public relations awards for its marketing of the Jamaica House 2016 at the 31st Summer Olympic Games in Rio de Janeiro, Brazil.

The Hospitality Sales & Marketing Association International (HSMAI) honored the JTB with two Adrian Awards: A Silver in the Special Events category and Bronze in the Consumer Campaign category.

“We are honored to be recognized by the Hospitality Sales & Marketing Association International with these awards. They are a testament of the hard work and commitment of the team at the Jamaica Tourist Board to create campaigns and programs that resonate in our markets and amplify our brand across the world,” said Paul Pennicook, Jamaica’s director of tourism.

With the Olympics taking place in South America for the first time, Pennicook said the JTB used this grand stage to engage Brazilian and international consumers.

Over a 10-day period, he said Jamaica House was utilized to promote Destination Jamaica through a strategic communication campaign encompassing a mix of traditional media relations, social media and consumer activations.

Pennicook said this gave potential visitors and fans of Jamaica a taste of the island’s culture through its music and food, and a chance to celebrate with Jamaicans.

Additionally, the JTB executed watch events in the US and Canada, as well as facilitated media from across UK and Europe, Pennicook said.

As a result, he said Jamaica House was visited by over 20,000 patrons, over 100 travel agents and tour operators and amassed over 4 billion global media impressions, including the BBC, and CNN and NBC in the US.

Now in its 60th year, the JTB said the Adrian Awards Competition is the largest and most prestigious global travel marketing competition.

Founded in 1927, JTB said HSMAI is a global organization of sales, marketing, and revenue management professionals representing all segments of the hospitality industry, which comprises nearly 7,000 members from 35 countries and chapters worldwide.

The HSMAI Adrian Awards are open to all travel-related industries, with categories in advertising, digital marketing and public relations, receiving more than 1,000 entries annually, JTB said.

Updated 3:05 am, July 10, 2018
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