Carnival participants fete alongside stilt walkers and Jonkonnu performers on Campari Boulevard, which was set up on Trafalgar Road in St Andrew, during Carnival In Jamaica on Sunday, April 27, 2025. (Photo: Joseph Wellington)
MUSIC trucks are synonymous with the Carnival Road March, with the massive, multi-wheel vehicles responsible for literally carrying the vibe as revellers parade the streets of Kingston.
However, for the past few years the trucks are not the only ‘vibe-building’ component of the Carnival in Jamaica experience.
With the road march often attracting thousands of spectators as the bands chip down the streets, popular liqueur brand Campari has consistently kept energies high through the creation of Campari Boulevard, which has itself become an integral part of the Carnival festivities.
According to Dominic Bell, communications manager, Campari, Campari Boulevard adds an extra element to festivities, especially for those unable to participate in band activities. He believes the boulevard has become a space of inclusivity that embodies the spirit of Carnival.
“Campari Boulevard is part of that partnership with Xodus and Yardmas — two Jamaican-owned bands — to make sure we have an inclusive experience for Carnival. There is no entry fee mechanic, no admission cost, because we believe that Carnival is for everyone,” Bell said. “So yes, we’re on the roads with thousands of masqueraders but it’s also important for us to ensure that our spectators get to participate as well. That is what Campari Boulevard represents — an inclusive space for everyone so everyone can experience Carnival in Jamaica.”
Speaking of inclusivity, the latter was exactly what spectators felt as they watched the parade from the stands on Campari Boulevard, which featured a raised walkway for revellers and grandstands for spectators on Trafalgar road.
One woman told the Jamaica Observer that having heard a lot about what Campari Boulevard would offer, she decided to take in the action on Sunday.
“I have always wanted to catch the Carnival as it passes but I also cannot manage the heat or the idea of just stringing along the streets. I read in the paper that Campari was having a whole set-up where you could view the happenings and so I decided I’d come out,” said Sandra Wallace.
Wallace, who is 54 years old, said she also took the opportunity to take her grandchildren to soak up the action.
“I’m here with my two grandkids and they’re absolutely loving all the sights. They’re safe, we can access food and drinks easily, and we feel like we’re a part of the parade. We got to see and hear the performers as they passed on the trucks — and we did all that for free. This was a great move by the Campari team.”
Bell, who said Campari prides itself on embracing Jamaican culture, shared that the brand also used the opportunity to incorporate traditional cultural elements into the day’s activities — even as soca music dominated.
“Carnival, of course, is all about soca but in Jamaica, we always do things differently and special. When it comes to Carnival in Jamaica, for Campari it’s all about how we integrate the arts and culture and what makes us Jamaican within the space,” he said. “This is the only Carnival in the region where you hear this much dancehall, this much reggae, and we also tried to include traditional elements. So if you notice, we had a Jonkonnu band, steel pan Panorama from The UWI and stilt walkers, because it’s all about maintaining the original even as we evolve and move the culture forward.”
Keen on topping the Campari Boulevard experience come 2026, Bell said the brand will be analysing this year’s execution as they regroup for next year.
“By listening to our consumers and doing the social research and traditional research, we will find out what worked and what didn’t,” he said. “We want to meet our consumers where they are while maintaining our partnerships with Xodus and Yardmas, and so we will find out what they want us to tweak and do just that as we prepare for 2026.”