Usain Bolt unlocks potential for destination Jamaica in 2012
Monday, 30 January 2012 12:37
Usain Bolt unlocks potential for destination Jamaica in 2012
With Olympic 2012 fever gripping the nation, the Jamaica Tourist Board is ‘warming-up’ in true style by launching a series of national high-impact adverts that link what will be two of the most talked about names at the Games - the ‘World’s Fastest Man’, Usain Bolt and Jamaica.The ads, created by award winning Director and graduate of the London International Film School, Jon Haagen, are set against the iconic soundtrack of Bob Marley’s ‘One Love’. Each short film will give viewers the chance to experience three different themes: the ‘Pose’ which features local Jamaican’s emulating the ‘Lightning Bolt’ pose made famous by Usain Bolt at the 2008 Olympics, ‘Speed’ which tracks the sprinter taking a tour of the island in record time and ‘Stand Still’ where the athlete stops to admire some of the island’s world renowned landmarks such as Dunns River Falls.
Triple gold medalist and World Record holder Usain Bolt, commented on his involvement with the adverts, “2012 is a big year for both me and for Jamaica. So, to help share this, these short films will give the public an insight into why my Jamrock is special, simply for when the sun is out and the vibes are right, there’s nothing like home to me.” Elizabeth Fox, Regional Director of UK and Northern Europe for the Jamaica Tourist Board also commented on the ads, “Jamaica’s Usain Bolt is one of the most recognisable sport personalities in the world. To have him on-board for this project is both exciting and crucial in highlighting why the island is the best place to actually slow down, Jamaica style.”
As part of the campaign and to help encourage visitation to Jamaica, the Tourist Board has partnered with Virgin Holidays to give viewers an unmissable 2012 deal to visit the island. Details of which will be found at the end of each ad.
Andrew Shelton, Marketing Director – Virgin Holidays, also commented on the campaign, “We’re really pleased to be working with the JTB as their chosen holiday company in this exciting campaign. Jamaica is going to enjoy a lot of exposure in this Olympic year, and it’s fantastic to be able to associate ourselves with that.”
The three new TV ads will launch on 1st February 2012 and will run until the 29th February 2012 on ITV, Channel 4 and Channel 5. The ads and behind-the-scenes footage can also be viewed online at http://www.visitjamaica.com/features/ads.aspx.
