New JTB campaign features Ras-I’s ‘Somewhere Wonderful’

Rising reggae-soul artiste, Ras-I continues to make cultural waves. His song, Somewhere Wonderful, was chosen as the official soundtrack for the Jamaica Tourist Board’s (JTB) 2025 Easter campaign.

Crafted as a heartfelt ode to Jamaica, Somewhere Wonderful delivers a rich blend of soul, reggae, and national pride, making it the perfect sonic match for JTB’s campaign, which showcases the island’s natural beauty, warmth, and authenticity. The campaign will run across markets, including the US, Canada, and the UK, with support from tourism partners and brand collaborators.

“It’s a powerful feeling to see my music used in service of promoting Jamaica,” said Ras-I. “As artistes, when we create songs that carry a positive message and uplift our culture, it’s important that both the public and private sectors support those efforts. That support fuels the creative community and inspires more works rooted in pride and purpose.”

He added, “ Somewhere Wonderful was created to catch the eyes and hearts of the Jamaican tourist industry and beyond. I’m proud that my team was able to bring that vision to life with intention and excellence.”

The campaign also features brand-specific, cut-downs for Toyota and Red Stripe, extending the impact of Ras-I’s work through visual storytelling that honours the Jamaican spirit.

These short-form edits, while tied to JTB’s overarching message, showcase Jamaica’s influence on global brands through music and culture.

“This partnership represents what’s possible when intentional creativity meets strategic collaboration,” said Apryl McIntosh, Ras-I’s manager and founder of Niche Entertainment Group Ltd.

“The selection of Somewhere Wonderful highlights the value of authentic, culturally rooted music in national branding efforts.”

As the visuals roll out across television, digital, and social platforms, Somewhere Wonderful continues its journey