NEW YORK: Ruder Finn has won a four-agency pitch for the Jamaica Tourist Board, inking a two-year deal with an annual budget of more than $1 million.
Ruder Finn, which had the same account in the 1980s, beat out Porter Novelli, Hill & Knowlton, and Ketchum, all of which took part in a final series of pitches in Kingston, Jamaica.
"The winning proposal, 'The Genius of Jamaica,' spotlights the unique elements that make Jamaica special," said Richard Funess, president of Ruder Finn/Americas, referring to a range of cultural attractions. He said the proposal also showcased the firm's ability to build traffic to the board's website.
An 18-member selection committee chose the firm, said Paul Pennicook, the tourist board's director of tourism. "The committee concluded that Ruder Finn had the best handle on Jamaica's needs, understood our issues, and was not afraid to talk to us about the good and the bad," he said.
RF said it will bring an integrated approach, using media relations, promotions, marketing partnerships, TV and film outreach, and special events.