What’s the Jamaica Tourist Board up to with its new slogan?
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.
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?
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.