The Making of PROJECT GOLD- The Jamaica Tourist Board 2010 Global Advertising Campaign

Six months ago when Usain Bolt appeared on the cover of Sports Illustrated I wrote this post “Usain Bolt on the Cover of Sports Illustrated-JTB Can Not Buy This Kind of Press”.

Well I was wrong, The Jamaica Tourist Board (JTB) now has an ad showing in North America featuring Bolt. Mixing up Jamaica’s athletic talent and the natural beauty of Jamaica.

This is what I wrote in the previous post:

The Jamaica Tourist Board can not buy international exposure like this for brand Jamaica, taking into account the outstanding performances of The Jamaica Olympic team in Beijing last year and the World Championship which recently concluded.

I eat my words because apparently they can buy exposure like this, in fact  Bolt did the ad at no cost.

The Ad itself is not on youtube yet but I found a video of a behind the scene look at the making of the ad dubbed “Project Gold”, kind of our first look at the production which is a decent four minutes twenty three seconds.


Born February 6, 1945

“Emancipate yourself from mental slavery; none but ourselves can free our minds”

Robert Nesta Marley have said many words and song many songs that inspire, but none stands out more to me than the quote above.

Today Mr Marley would have been 65 – Happy Birthday to a true reggae great.


~ by RB on February 6, 2010.

5 Responses to “The Making of PROJECT GOLD- The Jamaica Tourist Board 2010 Global Advertising Campaign”

  1. I can’t watch that video again. I can’t wait to see it on cable/youtube/etc.
    Jamaica is indeed a beautiful place. I traveled to Portland months ago and I was just in awe. I thought to myself if most Jamaicans saw this place – the entire Jamaican landscape then we would treat each other a little bit better and have more respect for one another.

    We should really treasure this place.

    Thanks for sharing this.

  2. Corve, In a lot of we many of us are missing out on some great experiences right in our back yard.

  3. My views are similar to Corve’s. I will wait to see it on cable/youtube/etc. Nuff respect, Star

  4. I hope this campaign will indeed reap benefits.

    I’m glad for the flckr group trips that I go on, they allow me to visit so many places in Jamaica that I have never been too or even knew about!

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