MASH IT UP by DraftFCB London for Jamaica Tourist Board

MASH IT UP

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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market United Kingdom
Agency DraftFCB London
Executive Creative Director Mark Fiddes
Creative Director Chris Walker
Copywriter Graham Pugh
Designer Jessica Love
Producer James Osborn
Released January 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: JAMAICA TOURIST BOARD
Product/Service: JAMAICA TOURISM
Agency: DRAFTFCB
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: DRAFTFCB, London, UNITED KINGDOM
Executive Creative Director: Mark Fiddes (Draftfcb)
Creative Director: Chris Walker (Draftfcb)
Producer: James Osborn (Draftfcb)
Designer: Jessica Love (Draftfcb)
Copywriter: Graham Pugh (Draftfcb)
Media placement: Outdoor - 6-Sheet + Moving Poster - 15th February 2010
Media placement: Online - MPUs, Banners, Skyscrapers - 15th February 2010
Media placement: Press - Full Page Ads - 20th February 2010

Results and Effectiveness
As a result of this activity - supported by online banners and small space press ads - holiday enquiries to the Jamaica Tourist Board are already up over 40% in a very tough year. Just as important, the proportion of bookings for family holidays has increased significantly.

Creative Execution
JTB took regular 6 sheet sites by bus stops in the cold, miserable British winter – when the thought of a Caribbean break would be most tempting to the families waiting for a bus. Each site was then refreshed every twenty minutes with new poster sheets showing different activities. Not only did this give the site and authentically Jamaican 'fly-posted' vibe but also added drama. This was supported by web banners showing an animated 'mash up' of different photos of Jamaica and press ads in the travel pages of national newspapers – all with calls to action to the JTB website.

Insights, Strategy & the Idea
The Jamaica Tourist Board realised that families comprise only 19% of bookings. Yet the island boasts over 200 exciting activities ideal for parents and kids, from mountain biking to bobsleigh through the rainforest. JTB realised that it had to overcome the current belief that the island is a luxury resort for couples only. The problem was how to dramatise the huge variety of holiday choices using traditionally static media like posters. So why not Mash UP! the wonderful experiences in a totally Jamaican way? So why not turn a six sheet poster into a 'living' 36 sheet poster?