1960s

Come to Jamaica

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The first Director of Tourism John Pringle OJ, CBE was appointed in 1963 at the age of 36. He is also the founder of the prestigious Round Hill Hotel in Hanover. Unfavourable publicity during the period leading up to Jamaica’s 1962 General elections coupled with political unrest in Cuba, Haiti, and the Dominican Republic, were deterring North American tourists from venturing to the Caribbean. A slump on the New York Stock Exchange and dock strikes in the USA also affected visitor numbers 

The young hotelier was given the directive to carve out an image for the newly independent nation. “A nation has to develop an entire advertising image and merchandising approach…We have set out to merchandise the foreign face of Jamaica.” (John Pringle quoted in The New York Times, September 14, 1964)

The Madison Avenue based agency, Doyle Dane & Bernbach Inc.was contracted to develop a new approach to determine the image of Jamaica. The result was a vibrant presentation of a colourful island nation

Unveiled in October 1964, the Come to Jamaica campaign showcased unique fashion, culture, music, and sensory delicacies such as cigars, rum, ceramics, coffee, and gourmet cuisine. The island’s charm, character, and undeniable natural beauty shone through North American television screens and danced on the pages of major publications, such as The New Yorker.

“Our merchandising now,” Mr. Pringle said, “is based on the fact that Jamaica has a positive personality and strong character. It is not Just a suburb of America, Canada and England.” (The New York Times).

From 1964 – 1965, the North American publicity campaign recorded an average of more than 100 news breaks every week. Macy’s department store chose Jamaican themes for their winter resort promotion, ‘Macy’s Flew to Jamaica’. 

Tourism numbers soared and Jamaica became a favourite destination among North American audiences 

Jamaica also became established as a film centre for theatrical and commercial production. Filming for several other projects took place at locations across the island. “High Wind in Jamaica” ,“Father Goose” , The Confession, Red over Red, “Oh Dad, Poor Dad” . The Hollywood comedy, Our Man Flint, premiered in Jamaica.