The Jamaica Tourist Board (JTB) was honored with a Silver ADDY Award at the 2025 American Advertising Awards, presented by the Caribbean Advertising Federation (CAF). This accolade was given in the cinematography category for their evocative “Where Your Heart Belongs” advertisement, produced in collaboration with The Limners and Bards Limited, a Jamaican creative agency. Debuted in winter 2024, the campaign effectively captures the viewer’s desire to return to Jamaica, drawn by the allure of its sunny climate, welcoming locals, and rich cultural experiences.

“There is a ‘vibe’ that can only be found in Jamaica, and through this advertisement, we have showcased that exact sentiment,” said Hon. Edmund Bartlett, Minister of Tourism, Jamaica. “Our advertising team works tirelessly year-round to enrapture the spirit of Jamaica and present it to mass audiences in multiple formats, with the goal to draw both new and returning visitors to the island. We are incredibly proud of our team for winning this prestigious award that again puts Jamaica on the main stage.”

The American Advertising Awards, commonly referred to as the ADDYs, are the largest recognition platform in the advertising sector, celebrating creative excellence across various media. The awards are structured in a three-tier system organized by the American Advertising Federation (AAF) to meticulously evaluate submissions. This includes initial competitions at the local chapter level, followed by district competitions among local winners, and culminating at the national level where district victors vie for the prestigious National ADDY Awards.

At the local tier, the JTB’s campaign was distinguished by the CAF, which stands out as the only non-American member of the AAF. The entries are rigorously assessed based on their visual narrative, technical execution, and overall emotive impact, by a jury comprising seasoned experts from outside the Caribbean region.

“Jamaica offers every visitor a vacation that best suits their interests,” said Donovan White, Director of Tourism, Jamaica Tourist Board. “Through our winning advertisement, our team has done an excellent job at highlighting this message to a broader audience, and we are humbled the AAF and CAF recognized our work.”

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