JTB heats up Alberta at Zoominescence Light Festival

The Jamaica Tourist Board (JTB) has been busy sharing the distinct warmth of the island with Canadian consumers this festive season during a special holiday-themed activation in Edmonton, Alberta.

As one of the title sponsors of the annual Zoominescence Light Festival, Jamaica helped to warm up one of the coldest cities in North America throughout the month of December. Hosted at the Edmonton Valley Zoo, the popular winter festival features more than 40 spectacular light exhibits by local artists, in addition to holiday-themed attractions and family-friendly activities.

In partnership with Jamaica, the festival’s large-scale ice-skating rink was transformed into an island oasis branded with the Jamaica logo and surrounded by fire pits, sparkling light installations, and a tropical-themed Skate Shack, where visitors warmed up with refreshments while enjoying a lively reggae soundtrack.

“Jamaica was thrilled to partner with the Zoominescence festival and to be engaging with the community is such an active and visible way,” said Dan Hamilton, district sales manager, JTB. “Few people expect to see Jamaica at a winter festival in western Canada, and that’s exactly the appeal; we’re bringing Jamaican warmth to a location that’s literally as cold as ice!”

The Zoominescence festival is a fundraising event for the Valley Zoo Development Society and was estimated to attract more than 30,000 visitors throughout the month of December.