JTB took regular 6 sheet sites by bus stops in the cold, miserable British winter – when the thought of a Caribbean break would be most tempting to the families waiting for a bus.Each site was then refreshed every twenty minutes with new poster sheets showing different activities. Not only did this give the site and authentically Jamaican 'fly-posted' vibe but also added drama.This was supported by web banners showing an animated 'mash up' of different photos of Jamaica and press ads in the travel pages of national newspapers – all with calls to action to the JTB website.

As a result of this activity - supported by online banners and small space press ads - holiday enquiries to the Jamaica Tourist Board are already up over 40% in a very tough year. Just as important, the proportion of bookings for family holidays has increased significantly.