The UK Guardian carried a story on the Jamaica Tourist Board (JTB) and its new slogan which doesn’t immediately resonate either with them or me–Jamaica Get All Right. As the Guardian points out its a slightly dodgy slogan grammatically speaking. Reminds me of the Jamaica Broadcasting Commission’s Transitioning Digital campaign; I don’t actually remember the slogan correctly anymore merely that it was fundamentally ungrammatical. Mercifully the powers that be seem to have realized this belatedly and ditched it. Anyhow here’s what the Guardian had to say on the new JTB slogan:
Earlier this month the Jamaican tourist board unveiled a new brand identity, ditching its previous slogan, “Jamaica – Once you go, you know”, and replacing it with the far more succinct, albeit grammatically obtuse, “Jamaica – Get All Right”. The new slogan is currently being launched around the world; last week the tourist board rolled the world’s largest stress ball into New York’s Times Square and on Tuesday a twitter campaign ran to the tune of #getallright.
For more click here.
As an exhortation to the country itself it might work…for the Lord knows Jamaica does need to ‘get all right’. It seems to be suffering from a malingering degenerative disease that we would all like it to snap out of. But as a slogan for tourists? Do you think it works?
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