Basil Smith, director of tourism, Jamaica Tourist Board. - File

New York-based public relations and communications agency Ruder Finn has won the contract from Jamaica Tourist Board (JTB) again, to handle PR that will bring tourism business to the country for the next three years.

JTB did not state the full value of the contract but an award to Ruder Finn for US$1.1 million ($74.8 million) was endorsed by the Contractor General back in January.

Another contract

Another contract valued at ?180,000 ($23.4 million) for award to McCluskey International Limited for PR in the United Kingdom also passed the Contractor General's scrutiny.

Ruder Finn will handle the country's PR in tourist markets across the Americas, including Canada, United States and Latin America. The contract took effect February 1, according to a release quoting Tourism Director Basil Smith and representatives of Ruder Finn.

Richard Funess, president of Ruder Finn/Americas, said the agency's winning proposal titled 'The Next Generation of Genius' was built on the concept of exploiting Jamaica's talent.

"It is rooted in an 'ambassador' programme that will utilise Jamaicans who embody the essence of their chosen field, in order to effectively share the Jamaican experience."

Those ambassadorswill be pulled from design, art, music, literature, cuisine, performing arts and sports.

JTB has been one of Ruder Finn's accounts since 2003.

business@gleanerjm.com