Travel writer, Sara Macefield, discovers a new dimension in Caribbean advertising.
Jamaica has always been one of the most forward-thinking and high-profile destinations when it comes to advertising. In years past, it carved out a niche as one of those destinations to appear regularly on TV screens in the post-Christmas advertising blitz as it competed with other countries across the world for our attention.
Its memorable TV adverts brought a slice of tropical glamour into British homes, brightening up cold, dark winter nights with glorious shots of dazzling white-sand beaches, ultramarine seas and lush forested mountains. And all to the distinctive soundtrack of the island’s legendary son, Bob Marley and his distinctive One Love anthem.
Now Jamaica is leading the way again with what it claims is the world’s first destination video to be filmed entirely in 3D. This time viewers are drawn even closer to Jamaica’s iconic sights - and the effect is stunning. One of Jamaica’s national symbols, the Doctor Bird, flutters just in front of your eyes as it takes viewers on a 24-hour journey across the island’s most iconic sights in just a few minutes. Even rafting along the Martha Brae river suddenly becomes more real as the punting poles seemingly reach out to touch you.
“While viewers will need to use standard red and cyan glasses to fully enjoy the destination film, it has been released in anaglyph 3D, which means it can be watched on any screen or laptop. The film will also be aired in private viewings and some cinemas around the world in polarised 3D, which requires special screens. This was a conscious decision taken by the eXposure4 team and Jamaica Tourist Board to ensure the widest possible audience enjoyment. The film will be accessible across multi-viewing platforms, including home televisions, laptops and computers, and even mobile phones. Viewers will be able to apply online for free, Jamaica-branded 3D glasses, which will be sent in the post to them. The destination video will be available on the internet on www.VisitJamaica.com and viewers can also request copies on a flexi DVD.”
Look closely and you will spy some Jamaican personalities too. Watch the enthusiastic barman in the nightclub scene, which was filmed with locals. It’s none other than the JTB’s UK district sales manager Torrance Lewis, while the chilled our Rasta-man who appears works at the Mystic Mountain tourist attraction. Jamaican tourist officials are excited about their latest creation and rightly so, because as you watch the scenes unfold, it really makes you want to go. Full praise to Jamaica for having the courage to devote time and money to such a project.
Shouldn’t it be something that perhaps the Caribbean as a whole should consider? At a time when the region is suffering from falling UK visitors amid recession and ever-rising Air Passenger Duty, wouldn’t this be an ideal occasion to invest in such a campaign. After all, many destinations would kill for the sort of photogenic landscapes and colourful cultures that make up the fabric of these islands – perhaps the Caribbean as a whole should follow Jamaica’s example and make the most of them.
For more island information please see our Definitive Caribbean Guide to Jamaica.
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