In May 2026, Related partnered with Jamaica Tourist Board to execute an international media and influencer trip, bringing leading Nordic content creators and journalists to the island. The objective was to strengthen awareness and consideration for Jamaica as a long-haul travel destination by showcasing the destination’s diversity through authentic storytelling.
Showcasing the best of Jamaica
Jamaica is often associated with its beautiful beaches, but the destination offers much more than sun and sea. To broaden perceptions and inspire future travel, we invited a group of Nordic influencers and journalists to experience a carefully designed itinerary highlighting the island’s culture, gastronomy, nature, wellness offerings and local communities.
The participating creators included Finnish travel and lifestyle influencers Veera Bianca Papinoja, Anna Katri Räihä and Kia Finska, as well as Norwegian creators Elias and Kajsa. The media group included journalists from Elle Denmark and Premium Magazine Sweden.
Creating authentic destination storytelling
Throughout the trip, participants explored some of Jamaica’s most iconic and authentic experiences. The program included visits to the legendary Tuff Gong Studios, local art initiatives in Downtown Kingston, culinary experiences with local chefs, farm-to-table encounters, waterfall hikes, chocolate-making workshops, wellness experiences and meetings with local communities.
The itinerary also highlighted Jamaica’s diverse accommodation offering, from boutique properties and villas to renowned luxury hotels, allowing participants to experience different sides of the destination.
By combining cultural immersion with visually compelling experiences, the trip created a strong foundation for authentic storytelling across social media, editorial coverage and long-form travel content.
Our role
Related was responsible for the Nordic market activation and managed the project end-to-end, including:
- Influencer and media identification and recruitment
- Negotiations and deliverable management
- Flight coordination and travel logistics
- Performance tracking and reporting
The result
The campaign generated extensive visibility for Jamaica across the Nordic region and delivered strong results across both influencer and earned media channels.
- 452 pieces of content published
- 4.14 million views
- 3.24 million reach
- More than 21,000 engagements
- €141,000 in earned media value (EMV)
The campaign demonstrated the value of combining carefully selected media and influencer profiles with immersive destination experiences. By allowing creators and journalists to experience Jamaica beyond the expected, the collaboration generated authentic content that increased awareness and strengthened Jamaica’s position as an attractive travel destination among Nordic travelers.
Photo credit: Veera Bianca Papinoja, Kia Finska, Anna-Katri Räihä
