Jamaica tourist board plots London 2012 push

Usain Bolt: stars in 2010 ad for the Jamaican tourist board
Usain Bolt: stars in 2010 ad for the Jamaican tourist board

The Jamaican Tourist Board is in the planning stages of a UK marketing campaign to celebrate 50 years of independence and scheduled to run during the London 2012 Olympics.

The campaign, created by Draft FCB, will feature TV and digital work that will target the 600,000 Jamaican residents in the UK and encourage them to "return home" for the celebrations.

The activity will run under the board's "Once you go, you know" strapline.

The TV work will consist of three ads that were shown in North America last year. It will be supported by extensive online activity.

The board intends to run a 10-day festival in Finsbury Park, London, during the London 2012 Games, with a capacity of 40,000 people. The festival will showcase Jamaican music, culture, fashion and food.

Usain Bolt is scheduled to run the 100 metre race at the Games on the 50th anniversary of Jamaica's independence from the UK, 6 August 2012.

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