FCB Extends Run With Jamaica Tourism

NEW YORK Interpublic Group’s Foote Cone & Belding has retained the Jamaica Tourist Board account following a government-mandated review of undisclosed shops, the agency said.

The New York shop will work on the account for another three years.

In a statement, FCB North America COO Gene Bartley said, “In today’s agency business, it is extremely rare to have one client for 14 years. To have a government account for that long is even more unusual. We’re delighted to continue this successful and productive relationship with its legacy of great creative that has placed Jamaica at the forefront in this category.”

Last month, the agency broke a new print campaign for the Jamaica Tourist Board. Tagged “Once you go, you know,” the work is scheduled to run through April 2005.

The new line augments the continuing “One love” theme but highlights the island’s quirkiness. One ad describes Jamaica as a “dichotomy wrapped in a paradox, smothered in irony, which would probably go great with a Red Stripe.”

Besides FCB New York, the agency’s London, Toronto, Frankfurt, Germany, and Kingston, Jamaica offices contributed to the pitch, along with the shop’s direct marketing and interactive arm, FCBi.

The client spent $15 million on ads in 2003, per TNS Media Intelligence/CMR.