FOOTE CONE & Belding, the New York based advertising company responsible for the development of The Jamaica Tourist Board's international advertising campaigns, recently commissioned Geejam music producers Al Borosie and New York based Tkae Mendez to reinterpret the classic Jamaican anthem 'One Love', which has been the recurring theme for The Tourist Board's international campaign.
With the new winter tourist season fast approaching, the campaign is scheduled to be launched in November.
The Geejam team recorded multiple versions of the theme song, including a Spring Break version, which features the Digicel Rising Stars competition winner Cvan, with another version featuring 3rd place winner Diana Rutherford on the lead vocal.
Jon Baker, executive producer and CEO of Geejam Studios recently hosted a team from the overseas agency, and had this to comment: "A contingency from the ad agency travelled down to Portland, primarily to work on the music with my production team," he said, "but was ultimately blown away by the level of creativity that naturally exists on the island. So much so that they made full use of Geejam's hi-tech multi-media facilities, and incorporated a photo shoot and preparation for a new commercial for early next year."
VERY CONFIDENT
Baker, who also had a first hand look at the new campaign, is very confident. "They showed me a new Jamaica Tourist Board campaign that they were working on. The new concept is very stunning and dynamic, both visually and musically, and in my view will have a very positive and far reaching effect on the international tourism market for Jamaica."
