NEW YORK—Ruder Finn has been retained once again by the Jamaica Tourist Board to represent the tourism agency in the Americas. The three-year contract began on February 1. The account is headed by Gail Moaney, executive vice president and director of the travel and economic development practice and involves offices in the U.S., Canada and Latin America.
The firm’s program, The Next Generation of Genius, is designed to capitalize on unique elements of Jamaica’s culture that were incorporated into the original Genius of Jamaica campaign, and is designed to elevate it to the next level. It is rooted in an “ambassador” program that will use Jamaicans who embody the essence of their chosen field, in order to effectively share the Jamaican experience.”
Areas such as design, art, music, literature, natural beauty, cuisine, performing arts and sports will be profiled. The plan will also employ Ruder Finn’s Interactive department, media relations, promotions, marketing partnerships, television and film outreach, special events and crisis communications.
“Ruder Finn’s interactive presentation and finely tuned program demonstrates that it is an agency of the highest caliber and has the ability to capitalize on the creativity, vision, resourcefulness and research that originally earned them the account in 2003,” says Basil Smith, newly-appointed director of tourism. “The committee concluded that Ruder Finn was the most knowledgeable agency regarding Jamaica’s needs, issues and obstacles, and showcased the highest level of innovation and creative thinking.”