Ruder Finn, Inc., the Jamaica Tourist Board's (JTB) public relations agency of record in The Americas, travelled to Jamaica to present the exciting next phase of its "Genius of Jamaica" campaign to more than 100 travel and tourism partners.

The presentation, entitled, "Jamaica: The Next Generation of Genius," builds upon the highly successful "Genius of Jamaica" campaign from the past three years. The presentation took place on Sunday, April 29, during the Jamaica Product Exchange (JAPEX) at Sunset Jamaica Grande in Ocho Rios.

"We are excited to share the results of the outstanding Genius of Jamaica campaign, along with plans to elevate the campaign to the next level," said Basil Smith, director of Tourism. "We hope our valued travel and tourism partners will continue to work with the Jamaica Tourist Board to make the 'Next Generation of Jamaica' even more successful."

The "Genius of Jamaica" campaign generated more than one billion media impressions over its first three years, valued at more than USD$65 million. The NextGen program builds upon the already proven platform, bringing each 'Genius of Jamaica' to life through a 'NextGen' ambassador. The presentation on Sunday featured three live ambassadors: designers Mark McDermoth and Karl Williams from Uzuri International, along with Donovan Reid, pastry chef at Sunset Jamaica Grande.

several exciting events

The NextGen campaign has several exciting events already lined up for the coming months, including major promotions with Dunkin Donuts, Friendly's Restaurants, Baskin Robbins, and next year with Beacon Street Girls, a popular book series for young girls. Additionally, NextGen Ambassador Orrett Rhoden will play his first solo piano recital at New York's famous Carnegie Hall in May, and performing group ASHE will appear at the popular Folkmoot U.S.A. festival, all of which will be promoted through Ruder Finn's NextGen campaign.

Ruder Finn, Inc. was retained by the Jamaica Tourist Board (JTB) to represent the tourism agency in the Americas for three years, beginning February 1, 2007. The agency has represented the JTB since 2003.