Jamaica’s north coast has a food culture that gets quietly overshadowed by its beaches. The board wanted the culinary story around Montego Bay told properly, and it wanted it told in four days.

Travel and food creators from the United States and the United Kingdom, on a programme built entirely around where to eat — jerk pits, roadside stalls, the places locals defend. We ran it live, with an Instagram takeover of the board’s own account so the feed carried a real person’s voice rather than a schedule, and a Spotlight on Jamaica page to catch the articles as they landed.

Over a million impressions for the campaign hashtag, and a comment volume far beyond what a destination post usually attracts — the majority of it people asking where a particular place was, or arguing with each other about who does the best jerk chicken. The Spotlight page added a further substantial audience on top of the creators’ own reach, and the takeover delivered a marked rise in the board’s Instagram following.