One of the world's greatest runners, Usain Bolt, who won gold in the 100 meters, 200 meters and 4x100 relay at this years London Olympic Games has given his home country, Jamaica, a lot to cheer about. Now, with Bolt's overwhelming popularity the Jamaica Tourist Board is hoping that the legend will bring a boost to visitors in Jamaica.
Back in 2010 Bolt had filmed three promotional videos for the Tourist board. New advertisements include the stories focused on Trelawny Parish where 26-year-old Bolt grew up. Minister of tourism Wykeham McNeil told Travelmole.com, "Interest that has already been created by our sprint legends throughout the years has come to a crescendo with Usain Bolt's unique defense of the titles. The impact of his sprinting will have an effect on the island for many years to come and will help Jamaica attract more and more sports travel tourists."
The 2010 television advertising campaign created by the Jamaican Touris Board's advertising agency Draftfcb includes advertisements of Bolt running across Jamaica and stopping at famous landmarks to the tunes of Bob Marley. Another advertisement includes everyday people of Jamaica emulating Bolt's famous victory pose at the Olympics.
Draftfcb's senior vice president and executive creative director, Keith Loell said to Global Travel Industry News, "Usain was a perfect fit for the next installation of this campaign, especially since he is a world-renowned athlete who strongly identifies with his native roots and origins."
Jamaica is already known for its beautiful beaches and perfect weather with a laid-back vibe and the tourist board hopes that Bolt's popularity and status will add to the country's appeal.
Three of Jamaica's advertisements from 2010 featuring Bolt. "Once you go, you know."