Jamaica Tourist Board’s latest promotion – placing a large stress ball in Times Square – is getting attention for all of the right reasons.
With New-york-based agency Draftfcb at the helm of this, they’re hitting the right emotional triggers for brand Jamaica. I can only imagine how much fun people are having trying to fit as much of it as possible in their hands.
It’s brilliant, but simple, when you think of the quick association a stress ball has to vacationing, and relaxation – as an ultimate reward. Most likely, it took some idea hashing before someone jumped up and said, “Let’s put a stress ball in Times Square.” But that’s how it goes with ideas that seem simple and straightforward, in hindsight, right?
Why do we love it?
1. It’s fun and creative.
2. It’s attention grabbing.
3. You immediately see its link to Jamaica’s destination brand personality and key message to ‘feel alright’.
The takeaway is that sometimes you’ve gotta destress and relax. And what better place to do it than Jamaica? That’s the question Jamaica’s Tourist Board wants us to unanimously say yes to. For us at Livewired Group, it definitely makes us want to jump on a plane, go squeeze that ball in Times Square, then head to Jamaica.
This is well executed. It reminds us of Volvo’s latest ad, where Jean-Claude Van Damme performs an epic split between two trucks that are reversing, demonstrating the precision and stability of Volvo’s steering.
What’s the similar thread running through these ads for two, different products? You can be fun, creative, and strategic, all at once – something we always tell our workshop participants.
Plus, Jamaica is getting more reach because traditional news outlets are giving their promotion even more publicity, and it’s going viral online. Positive emotions drive viral. (No sex sells mantra required.)
This isn’t just great destination marketing from Jamaica. This is great marketing.
So what do we do now, after admiring brand Jamaica’s spunk? Ask yourself, what can your brand do to link creative, strategy, and brand values? How can you captivate audiences?
Images via adweek.com