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Establishes Key Partnerships To Reach Broader Audiences And Increase Visibility

Jamaica Tourist Board unveils new website design and features

eTN  Sep 03, 2008

KINGSTON, Jamaica (September 3, 2008) – Today, the Jamaica Tourist Board unveiled its new website during a global webcast live from Kingston, Jamaica hosted by Minister of Tourism Edmund Bartlett and Director of Tourism Basil Smith. Serving the needs of the modern and technically-savvy global traveler, the website will enhance each visitor’s Jamaican experience before they arrive and make trip planning and exploring completely interactive.

Created and designed by worldwide agency of record Draftfcb New York, the website is a rebirth of Jamaica’s online brand presence and will offer a fresh look and feel focusing on the country’s diverse attractions, activities and accommodations that range from “Ritzy” to “Roadside.”

“The website is a great way for us to bring the array of Jamaican experiences to life. We created useful tools and new content, as well as a rich, interactive experience on the homepage that takes the user from “Ritzy” to “Roadside” in a flash,” said Joni Rentz, Draftfcb creative director.

Visitors will be able to explore what Jamaica offers through an engaging and immersive experience featuring the country’s people, culture, art, music, cuisine, history, attractions and diverse range of accommodations. Greeted with an upbeat tempo version of One Love, visitors will be invited to use the “slider” function which will guide them through Jamaica’s “Ritzy” to “Roadside” offerings through a flash experience, moving images and videos. Visitors will be invited to “flip” each image over to learn more and to save their favorites in a personalized trip planning page called “My Jamaica.” A feature will also allow them to email and share with friends and family.

The new will boast other key features including improved functionality, updated content, quicker response time, GPS tracking of favorite spots and Google Maps.

During the webcast, director of tourism, Basil Smith, announced a new partnership with, which will serve as the online booking engine for consumers wishing to book vacation packages through the site.

To maintain momentum and to continually drive new audiences to connect with the website, consumer promotions will be launched with Travelocity and luggage company Eagle Creek, as well as a promotion with and Universal Music promoting Jamaica’s gift of music.

Director Smith noted, “At the most basic level, the new is an improved means to communicate with and educate travelers about the diversity and culture of Jamaica. It will be a medium to reach the travel industry and influencers around the world and to maintain Jamaica’s position as the premiere Caribbean tourism destination.”

Mark Amorelli, Draftfcb Senior Vice President, group management director, added, “The new site will continue to bring "once you go, you know" to life and give customers a deeper understanding of Jamaica’s unique offerings. Our goal is to convert online lookers to bookers.”

Jamaica Tourist Board unveils new website design and features

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