Campaign

Get Happy in Jamaica, Travel Campaign by Jamaica Tourist Board

Super Bowl inspired wide marketing campaign that invite people to experience happine on the islands.

Launched in February 6, 2013, “Get Happy in Jamaica” advertising and marketing campaign is inspired by the success of Volkswagen’s Super Bowl 2013 commercial ad. Despite some of US critics that have described the pregame Super Bowl ad campaign from Volkswagen of America as offensive and culturally insensitive, the Jamaica government has endorsed the commercial which shows an ebullient white worker from the U.S. state of Minnesota trying to cheer up glum colleagues with a Jamaican patois accent because he is so happy with his Volkswagen.

The Sunday night’s Volkswagen Super Bowl 2013 commercial showed how happy people can be when they tap into their inner Jamaican spirit. VW’s commercial featured an office worker in the U.S. speaking with a Jamaican accent and background music by renowned Jamaican musician Jimmy Cliff , who sings his version of “Come On, Get Happy.” At the start of the commercial, he paraphrases the lyrics to late reggae icon Bob Marley’s “Three Little Birds” as he tells his co-workers: “No worries, mon. Everyting will be all right.”

Followed the success of the Volkswagen’s commercial ad, the Jamaica Tourist Board invite people to experience happiness on island as the country has launched a “Get Happy in Jamaica” destination-wide package for visitors to enjoy savings through the spring. This special deal offers a free night on hotel stays, based on three- to five-night bookings. The Jamaica Tourist Board teamed up with 20 participating hotel properties for this exclusive promotion, available for booking by March 15, for travel April 1 – June 30, 2013.

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