FD takes on brief to push Jamaica as holiday resort

Financial Dynamics has been hired to promote Jamaica as a tourist destination to the UK and European public.

The Jamaica Tourist Board (JTB) appointed the financial PR specialist, which has a travel and transport practice, after a four-way pitch.

Financial Dynamics takes over from Biss Lancaster, which has handled the account for the past three years (PRWeek, 22 September 2000). FD partner Rebecca Ellis-Owen is leading a team of five that will work from the UK on a two-year contract. She will report to JTB managing director David Barber.

A source close to the firm said much of the brief would be to break down Jamaica’s image as a country beset by violence and drug-related crime. ‘A key part of the account will be image management rather than bums-on-seats PR,’ the source said.

JTB has separate arrangements for communications in the US.

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