Jamaica Tourist Board

Remember the John Candy movie Cool Runnings, about the Jamaica Bobsled Team qualifying for the 1988 Winter Olympics? Well, they qualified again in 2014, and we wanted to capitalize on the moment. We needed to figure out a way to outmaneuver the big-budget Olympic sponsors, so we dug deep into Jamaica’s rich musical heritage and developed a song written specifically to sync up with the actual Olympic bobsled racetrack. Promoted exclusively via digital and social channels, the song became a huge hit.


The Bobsled Song made headlines on ABC News, and The Today Show actually played the entire song synched up to the Jamaica Bobsled Team’s run in the Sochi Olympics, giving us invaluable media exposure without spending a dime for it.