Jamaica Tourist Board

Dad Dancing your way to Jamaica

 Jamaica had been seen primarily as a couples destination. The tourist board wanted to be more relevant to parents and kids (particularly as 76% of teenagers are critical influencers). An incredible 87% of teenagers are often embarrassed by their parents, why not show how Jamaica’s cool vibe can make dads less embarrassing? We offered dance rehab for dad and a luxury holiday for the family, JTB launched the UK’s first ever Dad Dancing competition