Certified Sampson & St. Maarten Tourism Bureau Collaborate on Innovative Campaign to Illuminate the Destination
The St. Maarten Tourism Bureau (STB) launched a dynamic collaboration with renowned social-media creator Jamel Sampson, better known by his persona “Certified Sampson,” to showcase the vibrant spirit, natural wonders and cultural richness of destination St. Maarten.
Sampson, a creative force whose characters like “Ezekiel” and “Screws” (and others such as “Zion” and “Skillibeng”) engage audiences across the Caribbean by bringing real experiences to life in comedic skits, joined STB in a multi-faceted campaign during his recent visit to the island.
“Sampson’s fan base of more than 4.5 million followers across his various social media platforms are able to witness St. Maarten through his uniquely energetic lens. We are thrilled to share the island’s distinctive stories to new audiences far and wide,” said Jacqueline Louis, CEO IMBRACE, STB’s Caribbean Agent.
The importance of influencers in today’s destination-marketing landscape cannot be overstated. By collaborating with Certified Sampson, STB presented the island to his vast and engaged audiences via both comedic sketches and organic, authentic content that feels real, relatable and vibrant. Through his characters and their distinctive voices, St. Maarten’s landscapes, people, activities, culture and cuisine are seen, felt and embraced by viewers who are compelled to visit the tropical paradise for themselves.
During his stay, Sampson immersed himself in the full breadth of St. Maarten’s appeal:
- A scenic island tour revealed the breathtaking natural beauty, from beaches to lush landscapes.
- High-energy adventure experiences brought the island’s active side to life, including a zipline ride with Rainforest Adventures SXM, a thrilling drive with St. Maarten Jetcars and a ride aboard the stylish SXM Posh MOKE Tours, complete with the unforgettable plane-landing at the newly relaunched Princess Juliana International Airport.
- As a self-proclaimed foodie, Sampson savoured the island’s culinary prowess; from luxe fine-dining restaurants to beloved local eateries and street food vendors. He also fully immersed himself onsite at the island’s celebrated Festival de la Gastronomie, and enjoyed several dishes that reflect the island’s vibrant fusion of Dutch, French and Caribbean flavours.
- Cultural immersion was equally strong as he took part in the St. Martin Day parade, connecting warmly with the youth and local community, while also highlighting the pre-Carnival energy at the Festival Village.
- To capture St. Maarten’s strategic position as a hub in the region, a special day-trip to Anguilla was hosted by the Anguilla Tourism Board. This party boat adventure on Calypso Charters underscored how easily the island connects visitors to surrounding islands.
Sampson’s contagious energy and warm spirit brought the island to life in unique ways. “I felt the local charm and gained a deeper love for St. Maarten, especially the food!” said Sampson, reflecting on his intensive experiences which left a memorable mark.
Though his time on-island was limited, the STB captured extensive content for ongoing promotions. Over the coming months, followers will be engaged in a creative teaser campaign building towards St. Maarten’s 55th Carnival season (April 10 – May 5, 2026); keeping the destination top-of-mind and desirous to travellers new and returning.
In another unprecedented move, through a collaborative campaign with Sampson’s Certified Scoop Ice Cream parlors, based in Trinidad, a social-media engagement campaign is being launched to highlight A “St. Maarten Getaway” raffle that will give fans the chance to win their own island experience; ensuring that the destination remains top of mind.
Plans are already underway for Sampson’s return, which will include a special “Meet & Greet” event where he will share his motivational life story, and also, conduct a social-media influencer master-class aimed at engaging everyone from youth to mature audiences and entrepreneurs. Through this collaboration, the STB continues to illustrate how authentic, creative influencer content can meaningfully amplify a destination’s message and overall appeal.
This bold activation was developed and organized by Jacqueline Louis, CEO of IMBRACE and Caribbean Agent for the St. Maarten Tourism Bureau, underscoring the power of strategic, creative partnerships.
For further information, please contact jlouis@imbracegroup.com.
About the St. Maarten Tourism Bureau
The St. Maarten Tourism Bureau (STB) is dedicated to promoting the island’s unique blend of Caribbean charm, heritage, natural beauty and vibrant culture. STB works to raise St. Maarten’s profile in key regional and international markets.
About Jamel Sampson (Certified Sampson)
Jamel Sampson, known online as Certified Sampson, is a Trinidadian-born comedian, influencer and entrepreneur who uses multi-character comedic skits (including popular personas like Ezekiel, Screws and Zion) to reflect Caribbean life, culture and humour.
