Carrole Guntley-Brady was the first woman to be appointed as the Director of Tourism at the Jamaica Tourist Board in 1984. It was under her leadership, when the hospitality industry was struggling in Jamaica, that the JTB took a new approach to marketing the island. During the early 1980s, Jamaica was known more for violence than its beautiful white sand beaches. Guntley-Brad made it her priority to change that by restoring confidence among the people of the island and rebuilding Jamaica’s overseas reputation as a safe and desirable destination.
Under her guidance, the JTB placed much of its attention on Marketing and Public Relations, and it proved wildly successful. By the time Guntley-Brad left office in 1990, Jamaica had welcomed its one millionth visitor. Though she passed the reins as Director of Tourism in 1990 to Robert Stephens, Guntley-Brad’s time in office influenced generations to come.
Here is a look at the work of the JTB from the 1980’s to present day:
“Make it Jamaica. Again.” A 1980s ad calling visitors back to Jamaica.
Barefoot luxury in Jamaica
JTB ads in the 1990s
Director of Tourism Robert Stephens faced stiff competition, a lull in travel to Jamaica and a U.S. Travel Advisory Warning, but he persevered with aggressive marketing campaigns. Stephens launched campaigns in new markets like Latin America and Japan.
Stephens incorporated human elements to many of his campaigns
JTB ads in the 2000s
“Once you go, you know.”
Fay Pickersgill, Paul Pennicook, Basil Smith and John Lynch carried the torch through the 2000s at the JTB.
Read more on the Jamaica Tourist Board Ads on Outpostings:
“Welcome Back,” Jamaica shares its Story with the World
“Dream World” Jamaica: Vintage Ads from the 1960s
These Ads are so Beautiful You’ll want to Hang Them in Your Home
The Incredible Story Behind Jamaica’s Most Famous Poster