Smiley Jamaica…

Featuring Super Smiley…the giant stress ball advertising Jamaica in NYC…

WIN! Jamaica Tourist Board’s giant stress ball in NYC. Did you see it by any chance? I’d say JTB should use Draftfcb Agency more often. They clearly know what creativity means and how to apply it.

Apparently Gyptian was on location too…read about all about it in this Adweek story  (thanks to @Gordonswaby for drawing my attention to it with his tweet).

Like Diamonds and Glass: The Barbados Tourism Authority vs The Jamaica Tourist Board

The Barbados Tourism Authority vs The Jamaica Tourist Board. A comparison of two advertising strategies….

The above ad featuring the ‘Minnesotan Jamaican’ of VW ad fame was produced by the Jamaica Tourist Board (JTB).

And this one featuring Rihanna was produced by Barbados’s tourism entity–the Barbados Tourism Authority.

Do you see a difference in strategy, production values, script and use of each island’s natural assets? Why does the Jamaican ad seem lame, insipid and bereft of imagination? why is the Barbadian ad on the contrary so perfect that it could be a global model on how to sell yourselves? And contrastingly how and why does the JTB ad sell the country short?

After 50 years of Independence is this the best our creative class can do? or is JTB hiring friends and relatives and not the pros that we need and have?


PS: This post came out of a discussion on Twitter and is indebted to @Gordonswaby, Erin MacLeod @touchofallright for drawing my attention to the Rihanna ad and @drewonline.