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While northern states are digging out of snow piles, Hawaii is basking in a temperate climate and warm sunshine.

Visitors are treated to an Aloha culture that welcomes tourists with open arms and a tradition of compassion and respect.

The Jamaica Tourist Board, in collaboration with tech-driven creative group Accenture Song, has unveiled a fresh campaign titled “Contrasts”, aimed at appealing to today’s discerning travelers who seek destinations that provide dynamic and immersive travel experiences.

The new initiative highlights Jamaica's diverse offerings, from breathtaking natural beauty, rich cultural heritage and engaging activities to its signature “One Love” spirit and an enchanting vibe that can be experienced nowhere else.