Jamaica Tourist Board scores with hockey fans

Jamaica Tourist Board (JTB) brought the unique spirit of Jamaica to a packed ice arena in Toronto, Ontario, at a nail-biting hockey game between the Toronto Maple Leafs and the Arizona Coyotes in February.

As the title sponsor, Destination Jamaica was visible to the more than 16,00 hockey fans who descended on Scotiabank Arena in downtown Toronto to catch the game. Fans were delighted with the many Jamaica-inspired promotional activities that took over the stadium for the night. The game was also televised across Canada, reaching 1,930,000 at-home viewers.

Centre ice glowed with Jamaica’s vibrant rhodamine ‘Red logo’ while Toronto band The Arsenals provided a soundtrack of ­pulsating Jamaican ska music, infusing the air with a distinct irie energy. Throughout the night, attendees were invited to participate in a ‘Spin the Wheel’ contest for a chance to win swag bags filled with Jamaica-branded products, such as hockey pucks, knit toques, mugs, baseball hats, T-shirts and more.

During the game, JTB hosted an exclusive reception for VIP guests in an upper-level private box with a spectacular view overlooking the rink. Destination Jamaica representatives shared information about the island’s recent ‘Jamaica, Heartbeat of the World’ campaign as they mingled with members of the media, industry partners, travel agents and tour operators, while enjoying the excitement of the hockey game. Guests tucked into a spread of Jamaican-inspired cuisine, including jerked chicken, beef sliders, lamb ‘lollipops’ and coconut shrimp, served alongside an open bar that offered Appleton Estate Rum.

Jamaica also partnered with Ocean Coral Spring by H10 and Red Tag Vacations in a half-time giveaway for one lucky winner, who received a seven-night all-­inclusive stay for two at the brand new five-star Montego Bay resort and a travel voucher for RedTag.ca valued at US$2,500.

“Canadians certainly love their hockey, and Jamaica’s partnership with the Toronto Maple Leafs gave us an amazing opportunity to connect with fans and showcase Jamaica’s undeniable energy and appeal,” said Donald Dawson, deputy director of tourism, sales, Jamaica Tourist Board.