The Jamaica Tourist Board (JTB) said on Friday that the Caribbean Advertising Federation (CAF) has awarded it the prestigious 2025 American Advertising Award (ADDY).

JTB said it received a Silver ADDY Award for its “Where Your Heart Belongs” advertisement in the cinematography category, which recognizes outstanding work in film and video production.

Released in winter 2024, in partnership with Jamaican creative agency The Limners and Bards Limited, JTB said the advertisement creates “a sense of longing for viewers to come back to the island for the warmth of the sun, its people, and its experiences – to where their hearts belong.”

“There is a ‘vibe’ that can only be found in Jamaica, and, through this advertisement, we have showcased that exact sentiment,” said Jamaica Tourism Minister Edmund Bartlett. “Our advertising team works tirelessly year-round to enrapture the spirit of Jamaica and present it to mass audiences in multiple formats to draw both new and returning visitors to the island.

“We are incredibly proud of our team for winning this prestigious award that again puts Jamaica on the main stage,” he added.

JTB said the American Advertising Awards, commonly known as the ADDYs, is the advertising industry’s largest competition, recognizing excellence in the art of advertising.

It said the ADDYs are conducted annually by the American Advertising Federation (AAF) and operate on a three-tiered system to ensure work is thoroughly evaluated, including:

Local level, where local AAF chapters hold competitions; District level, second stage, where winners from the local level advance to one of 15 district competitions; and National level, final stage, where district winners compete for the coveted National ADDY Awards.

JTB said the Silver ADDY was awarded at the local level, with recognition by CAF, the first and only non-American member of the AAF.

Entries are evaluated on criteria such as visual storytelling, technical proficiency, and overall impact and judged by a panel of experienced professionals from outside of the region, JTB said

“Jamaica offers every visitor a vacation that best suits their interests,” said Donovan White, JTB’s director of tourism. “Through our winning advertisement, our team has done an excellent job at highlighting this message to a broader audience, and we are humbled that the AAF and CAF recognized our work.”