The organisation is seeking agencies to bid for the consumer-focused PR account from this month, to start work on the brief in April.
McCluskey International, which has held the account for about seven years, has been asked not to bid. It’s understood that the Jamaica Tourist Board’s new director of tourism, Paul Pennicook, who started his job last July, is looking for a new agency to offer a fresh perspective.
It’s also understood that the incumbent agency is to cease working on the account before the end of the contract term.
The new account will be on a renewable, fixed term basis, probably lasting for three years. It will focus on making the Caribbean island a more desirable location, with a particular emphasis on the luxury end of the market.