1. The Genius of Jamaica “Beauty like hers is genius.” – Dante Gabriel Rossetti Italian poet

2. 2 The Genius of Jamaica The framework from which we generate positive media coverage through uniquely Jamaican themes that have substance, news and entertainment value.

3. 3 The Genius of Jamaica affluent market Speaks to resilient and influential affluent market key niches Identifies key niches distinctive resort area products Includes each of Jamaica’s six distinctive resort area products manage Jamaica’s reputation Helps manage Jamaica’s reputation, shaping and re- shaping opinions every day Sets Jamaica apart Sets Jamaica apart – more than a beach…a country rich in art, music, literature, beauty, unforgettable cuisine, etc. aspirational aura Imparts an aspirational aura that says “come, let us inspire you” showcase the very best Enables us to showcase the very best Jamaica has to offer new reasons Gives consumers new reasons to consider/return to Jamaica

4. 4 The Genius of Jamaica Themes The Genius of Jamaican Design Architecture; Home and Garden; Fashion The Genius of Jamaican Cuisine Food and cooking styles; Unique products (Appleton Rum, Red Stripe, jerk seasoning, Blue Mountain coffee, etc.) The Genius of the Jamaican Hospitality Industry With a spotlight on the business of tourism – from the pioneers to the rising stars of the industry The Genius of Jamaican Fine Arts Painting; Sculpture The Genius of Jamaican Music Reggae and all its roots music (Ska, Mento, Nyabinghi); Jazz, Gospel, etc. The Genius of Jamaican Literature Poetry/Spoken Word; Novels The Genius of Jamaica’s Beauty Attractions, Adventure and Nature Tours, Majestic Landscape The Genius of Jamaican Performing Arts Dance, Drama, Comedy, Film The Genius of Jamaican Sports Athletics (track and field), Bobsled (Jamaica Bobsled Team!), Football (Reggae Boyz!), Cricket, and recreational sports such as Golf, Scuba, Fishing, etc.

5. 5 The Genius of Jamaica News Bureau To encourage dialogue and relationship building with journalists. Jamaica toll-free media hotline: 1 877 JTB-NEWS or 1 877 582-6397

6. Creative Strategies and Tactics “Genius is talent provided with ideals.” – Somerset Maugham British author