Related partnered with Jamaica Tourist Board to host a Nordic media and influencer trip designed to strengthen awareness and consideration for Jamaica as a long-haul destination. By bringing carefully selected creators and journalists to the island, the objective was to showcase a broader and more authentic side of Jamaica through immersive storytelling. 

The itinerary combined music, gastronomy, nature, wellness and local culture, with experiences ranging from visits to Tuff Gong Studios and Downtown Kingston to waterfall hikes, farm-to-table dining, chocolate workshops and meetings with local communities. Participants also explored different accommodation concepts across the island, from boutique hotels to luxury resorts. 

The activation included influencers and journalists from Sweden, Norway, Finland and Denmark, creating authentic content across social media, editorial coverage and long-form travel storytelling tailored to Nordic audiences. 

Curious how we turned authentic experiences into destination storytelling across the Nordics? Read the full case here 

Photo credit: Veera Bianca Papinoja, Kia Finska, Anna-Katri Räihä