JTB, London’s Somerset House partner to highlight Ja’s diverse heritage

THE JAMAICA Tourist Board (JTB) has partnered with the arts and cultural centre, Somerset House in London, to inspire United Kingdom audiences to experience Jamaica.

To promote Jamaica as a destination with a rich musical and cultural legacy, the JTB will be sponsoring the premiere of the vibrant documentary, Inna De Yard, today August 21, 2019, as part of the Film4 Summer Screen series. The film, which is set in Jamaica, celebrates the island’s musical heritage and captures the story of a remarkable group of reggae legends, including Ken Boothe, Judy Mowatt, Winston McAnuff and Lloyd Parks.

Inna De Yard reveals the band’s passion for reggae music and the ongoing relevance of the genre and its social values. The film will be shown to an audience of 2,000 people and the JTB will also host key media at the event.

The JTB’s involvement with this exhibition will not only appeal to the diaspora community within the UK, but also tap into Somerset House’s affluent and culturally engaged customer base to drive bookings to the Caribbean destination. As part of the activity, Somerset House is hosting a competition on its website, providing all-important customer data for the JTB to use for future marketing opportunities. The competition will be supported through Somerset House’s social media channels, newsletters and via its e-newsletters, with a combined reach of more than one million followers and subscribers.

Elizabeth Fox, regional director of the Jamaica Tourist Board said, “The partnership with Somerset House is a great example of how the Jamaica Tourist Board is using creative ways to reach new audiences and drive potential bookings to the destination. This activity aligns with our key themes of culture and music and is a brilliant opportunity to inspire travellers to visit Jamaica.”

Offering a diverse public programme of contemporary arts and culture in the heart of London, Somerset House is one of the city’s most spectacular spaces which draws three million visitors every year. The

Inna De Yard premiere coincides with a major new exhibition that celebrates the past 50 years of black creativity in Britain.