Tourism Jamaica FCB New York

At FCB I was the Group Creative Director on the global Tourism Jamaica account. The Caribbean tourist market is incredibly competitive so my team and I constantly had to think of innovative ways for Jamaica to stand out with a very limited budget. This involved strategic digital concepts to bring Jamaica to people in fun and engaging ways.


Valentine's Day Real Time Social Media Engagement

On Valentine's day week we invited people to share their love via twitter and to tag it #JamaicaValentine. We then wrote the most romantic tweets in the Jamaican sand, took a picture and tweeted it back straight away. We reached 1.68 Million people with a 3,400% improvement on Facebook with no paid media. Here is a link to some of the best #JamaicaValentine tweets on Pinterest.

The team consisted of ECD Gary Resch and ACD Rodrigo Burman.


2014 Brand Campaign

In 2014 Jamaica Tourism launched their first new brand campaign in over 10 years. We produced new TV, Print, Outdoor and Ambient work. A new website and digital extensions.

Here follows the TV Campaign and some print:

Print and Outdoor

The new website:

Outdoor Campaign 2013

Jamaica Savings Account App

I worked with an intern team to develop this unique savings app. It allows the user to select their Jamaica destination and then save towards it. You scan the tag of what you wanted to buy and instead the amount gets added towards your Jamaica holiday savings account via PayPal. You are constantly reminded how close you are to your goal and you can share it with your friends. Once you reach your goal you have the option of buying the trip or transferring the savings to your account.