On November 15th, 2013, Jamaica Tourist Board took to the streets of Time Square, New York releasing a massive yellow giant stress ball, with the caption that read,” The Giant Stress Ball, A little gift from Jamaica.”
This giant stress ball boasted a big smiley face which has been synonymous with happiness and peace for decades. It was actually invented by a man named Harvey Ball in 1964. Since then, the smiley face has gone on to be on t-shirts and in movies. So what better way to show people that the best way to release the stress of their everyday life is to take a trip to Jamaica?
This is exactly what we need. No pictures of a blue sky, or people smiling and swimming in the sea– just a big yellow smiley face staring right at you in the middle of the chaos of Time Square.
And what was even more nifty were the party favours that were handed out that read, “You don’t need a ball. You need an island.”
When you talk about Brand Jamaica, showcasing Jamaica’s attributes is one thing (the sun, the sea, etc.) but appealing to someone’s basic need, such as relieving stress is something that can be appreciated by just about anyone.