Fri | Sep 18, 2020

JTB teams up with Jamaica Rum Festival for New York launch

Published:Wednesday | February 19, 2020 | 12:17 AM
Philip Rose, Jamaica Tourist Board regional director, Northeast US (centre)  takes a photo op with K.K. Hall (left), Campari Group director of rums global strategic marketing and Tanikie McClarthy-Allen, Senior Director, Public Affairs and Sustainability at J. Wray & Nephew, at the Campari America headquarters for the launch of the 2020 Jamaica Rum Festival.
Philip Rose, Jamaica Tourist Board regional director, Northeast US (centre) takes a photo op with K.K. Hall (left), Campari Group director of rums global strategic marketing and Tanikie McClarthy-Allen, Senior Director, Public Affairs and Sustainability at J. Wray & Nephew, at the Campari America headquarters for the launch of the 2020 Jamaica Rum Festival.

Event sponsor Jamaica Tourist Board (JTB) participated in the launch of the second annual Jamaica Rum Festival at Campari America’s headquarters in Manhattan, New York, last Monday. The annual festival celebrates and recognises Jamaica’s outsize impact on the world with its rum, food and music.

The Jamaica Rum Festival, scheduled for Hope Gardens from February 29 to March 1, serves to showcase the distinct culinary and cultural offerings of Jamaica. Aimed at encouraging new and repeat visitors to experience the vibrant destination, the festival’s location in Kingston also showcases the capital city as a premier entertainment hub.

“As a destination, we have sought to adopt an aggressive marketing strategy to keep Jamaica top of mind for travellers planning their next vacation,” said Philip Rose, Jamaica Tourist Board’s ­regional director, Northeast US. “Part of this strategy is our new brand positioning – ‘Jamaica: Heartbeat of the World’. The Jamaica Rum Festival is an excellent example of our larger-than-life experiences, as it combines many of our uniquely Jamaican assets – warm people, rich culture, vibrant entertainment, savoury cuisine, and, of course, our fiery rum.”

The festival will feature artists such as Protege, Ky-Mani Marley, Freddie McGregor and more. Throughout the festival, Appleton Estate Jamaica Rum will host ­interactive seminars with the first female master blender, Joy Spence, and senior blender David Morrison.