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Jamaica Tourist Board Appoints PRM Global Group to Promote Island in UK, Ireland and Nordics

The Jamaica Tourist Board has appointed PRM Global Group, as its new UK Consumer and Trade Public Relations representatives to increase the destination’s brand awareness across the UK, Ireland and Nordic markets.

This strategic partnership brings together the best of both partners, combining the Jamaica Tourist Board’s bold personality and sustainable approach to destination marketing with PRM Tourism’s deep travel industry expertise and innovative public relations know-how.

Together, the two entities plan to deliver one-of-a-kind transformative experiences to travellers seeking a rejuvenating respite from the humdrum of daily life that will restore their sense of wonder in the world, leaving them feeling like their best self.

“We are confident this partnership will ensure that Jamaica is top of mind for consumers as we navigate our way from recovery to a period of growth post pandemic. PRM Global Group will help us showcase and share our warm, hospitable, witty, and larger than life Jamaican spirit through immersive marketing and communications activities. We look forward to welcoming holiday-makers wishing to join the celebration of love and life, and invite them to experience our unique culture, cuisine, music, breath-taking nature, thrilling adventures, and wellness offerings,” said Hon. Edmund Bartlett, Minister of Tourism, Jamaica.

As part of this partnership, PRM Global Group will amplify the reach of the JTB’s new “Come Back” marketing campaign.

Created to reflect the vibrant energy of the Caribbean island destination and its heartfelt hospitality, “Come Back” to Jamaica urges visitors to rediscover values perhaps lost before, and during, the overlapping crises of the past three years.

Inspiring curiosity and connection, travellers are invited to reacquaint themselves and come back to a state of mind more in touch with life’s natural rhythm, something Jamaica, as the heartbeat of the world, is uniquely able to deliver.

“We are very excited to be working with PRM Global Group, to continue to build our brand awareness within the UK, Ireland and Nordics. We have seen great resilience from the UK market and have already witnessed record levels of arrivals set to surpass pre-pandemic levels before the year’s end. We believe that this partnership can help us leverage this momentum and continue to position Jamaica as one of the most unique and memorable holiday destinations out there,” said Donovan White, Director of Tourism, Jamaica Tourist Board.

PRM Global Group will also support the growth and expansion of JTB’s aggressive tourism recovery plan working to position Jamaica among the world’s leading sustainable tourism destinations by raising awareness about the country’s efforts to accelerate sustainability, for example through carbon reduction strategies, and build resilience and collective capacity to future proof economies from climate change and natural disasters. 

“We are thrilled to be working with the Jamaica Tourist Board. The destination’s unique personality and industry leadership on critical issues pertaining to sustainability are extremely inspiring. Our tourism team looks forward to amplifying these efforts and sharing all that the incredible destination has to offer with the UK, Irish and Nordic markets via strategic PR campaigns that promise to deliver genuine connection and uplifting experiences,” said Sofia Panayiotaki, Group CEO, PRM Global Group.

Geoff Percival
Geoff Percival
Geoff has worked in business, news, consumer and travel journalism for more than 25 years; having worked for and contributed to the likes of The Irish Examiner, Business & Finance, Business Plus, The Sunday Times, The Irish News, Senior Times, and The Sunday Tribune.

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